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Tell Your Story OnlineImproving your digital presence
#DigitalGarage
#DigitalGarage
Welcome to the Digital Garage
Key aims of this session:
● Build a consumer-friendly website and make it shine across all devices
● Learn how to gain consumer insights and measure success
● Boost your social presence and tell your story through content
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1. Digital Economy in the UK
2. Tips for building your website and mobile site
3. Consumer Insights and measuring success
4. Social media and other online presence
5. Power of Online Video
#DigitalGarage
The Digital Economy in the UK
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UK customers are some of the most digitally active in the world
Percentage of people who buy things online at least once a month
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But only...
50%of small businesses and charities have a
website
23%of those provide anything more than basic company
information
Source: Lloyds Digital Business Index 2014
88% are not taking advantage of the growth opportunities of the web
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Tell your story through your site and make it shine on all devices
#DigitalGarage
Include a phone number where appropriate
All photographs and images should be clear and relevant
Balance between text and graphics
Make the content simple and easy to digest
Identify a website’s purpose / goal1
Top 10 tips for building a successful site
2
Break up long paragraphs with bullet points3
Strong calls to action, ‘Buy Now’ - help them convert4
5 Create clear navigation
6 Create an eye catching logo
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10 Terms and conditions for your business
67% of consumers are more likely to convert on a mobile optimized site
52% of consumers say they are less likely to engage with a company if their site is not mobile optimized
61% of consumer will move to another site if they can’t find what they’re looking for quickly
It’s more important than ever to get the mobile consumer experience right
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Does your site shine across all devices?
Have you seen what your site looks like on mobile?g.co/mobilefriendly
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Ten mobile site best practices
1. Call to Actions2. Menus short & sweet3. Clear navigation links4. Streamline form fills5. Don’t make users pinch and zoom6. User friendly site search 7. Click to Call button8. Implement analytics 9. Avoid launching new windows
10. Test on a range of devices
‘Google Principles of Mobile Site Design’
‘Google Principles of Mobile Site Design’
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Track consumer experience and improve your usability to succeed
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Understand which traffic sources are driving which visitors to do what
EntryExit
Behaviour
Engagement
Goals
Social
Paid Search
Display Ad
Organic Search Direct
The Goal of Web Analytics
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https://www.google.com/analytics/web/?hl=en#report...
How did they find me?
What are they doing on my site?
What are they worth to me?
Who are my site visitors?
A tool for answering business questions
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Key steps
TRACK YOUR SITE
DEFINEGOALS
MEASURESUCCESS
IMPROVEUSABILITY
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Social media and other ways to increase your digital presence
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Other ways to have an online presence
Blogs Marketplaces Review sites Social sites
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1. Brand Presence/Awareness
2. Listening / Customer Service
3. Brands Personality
4. Promotions / Competitions
5. Consumer Research / Surveys
Social Networks
Google Plus
Twitter YouTube
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Be consistent & set the tone for your communities, and explain what kind of updates they can expect
Google+SEO Friendly
Engage CommunitiesFollow / Share Widgets
Twitter: 'micro-blogging'
platformFollow & FavouriteInfluencers easily
FacebookSchedule directly
Keep it real, relevant & Relaxed
Setting up a channel…
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Bio & Branding
Keep it relevant & talk about your businessLimited number of characters. This should be short and straight to the point. Talking about what your business does. Make sure you use some of your keywords around your business.
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3Show your personality & Have funBe honest and make sure everything you say in your Bio is true.
Keep it clear & consistentRegularly update your branding e.g seasonal / products. Keep it clear, they have to ‘get it’ instantly
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SHARING, not SELLING
Show your personality Set goals
Research platforms1
2
Commit time3
4 Actively participate
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Social media best practice
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The Rise of online video
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The power of YouTube - create rich, engaging content
Examples taken from http://www.migrainetrust.org/
Be a Thought LeaderCreate educational videos that offer genuine value to users, no need to sell
Create shareable contentViewers are more likely to share a video that elicits a strong emotional response
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In 2014 Digital overtook TV as the primary source of media consumption in Britain
Mobile is the key driver to this category - 45% of all videos viewed online are through tablet or Mobile device.
Creatoracademy.withgoogle.com
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What to do next..
Book in a sessiong.co/thedigitalgarage
Make it mobile friendlyg.co/mobilefriendly
Track itgoogle.com/analytics
Do you have a website?
Is it mobile friendly?
Are you tracking traffic?
NO
NO
NO
YES
Set your goalsuse templates or create your own
Have you set your goals NO
YES
YES
Please take our survey: goo.gl/NnjrPN #DigitalGarage
These slides are available at:goo.gl/33j2Wh #DigitalGarage
Thank you! #DigitalGarage
