Get the most of the web for free

A 3 hour workshop presentation for start-up businesses. Delivered as part of the Sheffield Enterprise Programme.

Exploring how best to invest time and energy to reap the benefits of the web without running the risks associated with investing in cheap web designers.

Transcript

1. How to get the most of the web for free. Presentation by Bea Marshall Tuesday, 10 September 13
2. An outline: • Why I think it’s vital to, perhaps, not get a website! • What to do instead. • Why to do it. • How to do it. Tuesday, 10 September 13
3. The Start-up Myth “Once I get my website live my business will take off.” Tuesday, 10 September 13
4. The £800 dilemma • Start-ups and small businesses have limited funds. • Discernment in spending is vital. • Options for your web design budget. Tuesday, 10 September 13
5. The magic £2500+ • Really, that much?! • What would I get for my money? • Why should I wait? Tuesday, 10 September 13
6. The Web Design Process (done well) • Consultation • Creative Briefing • Proposal: wants vs needs, solutions • Design and Development • Launch Tuesday, 10 September 13
7. What goes into Design? • Web designers have specific & special skills • Web standards • Responsive & Responsible • Keep Google happy • User Experience (UX) • Future-proof Tuesday, 10 September 13
8. ** FREE! ** • Plethora of free resources on the web • A range of useful tools • A wide social community who are happy to talk Tuesday, 10 September 13
9. Branding • What is branding? • A visual identity • A verbal identity • Tell me a story... BMW, Apple, McDonalds, Nike Tuesday, 10 September 13
10. Your brand... • If your brand was a person, describe them in up to 5 words. • If your brand was still a person, what kind of friend are they? Tuesday, 10 September 13
11. Your Goals • They need to be achievable and with a time frame. • They also need to be specific! • Consider: brand, business, revenue & personal goals Tuesday, 10 September 13
12. DIY Websites • Weebly • Wix • Wordpress Tuesday, 10 September 13
13. 5 steps to DIY • Be goal-focused • Be user-friendly • Invite people to come in • Ask ‘Why?’ and ‘What?’ a lot • Drive traffic to your site Tuesday, 10 September 13
14. 1. Be goal-focused • What is the purpose of the website? • Identify 3 primary goals • 3 second test you MUST do! Tuesday, 10 September 13
15. 2. Be user-friendly • Who is my user? • Why are they visiting? • What do I want to tell them? Tuesday, 10 September 13
16. 3. Invite people in • Your homepage is your shop window • What invites a user to venture further in? Tuesday, 10 September 13
17. 4. Ask ‘Why?’ & ‘What?’ a lot • Why is this here? • What purpose does that have? • What does this do to communicate the brand? • Why are we sharing this info more than once? Tuesday, 10 September 13
18. 5. Drive traffic • Be Creative! • Social media with adjustments • Grow a mailing list Tuesday, 10 September 13
19. Adjusting Content • For example... • A news release becomes a tweet... • A tweet becomes a sharable nugget on Facebook... • The feedback from Fb becomes a blog... • The blog becomes a video &/or podcast... Tuesday, 10 September 13
20. Customers • Potential • Existing • Fans • Buyer personas • Develop and nurture relationship Tuesday, 10 September 13
21. Strategy for FREE! • Content • Promotion • Integration Tuesday, 10 September 13
22. Content Creation • Content is a valuable asset • Evergreen • Diversify Tuesday, 10 September 13
23. What makes good content? • Sticky • Topical • Tells a story • Informative • Inspirational • Value-adding Tuesday, 10 September 13
24. Content checklist • Behavioural - What do you want them to do? • Essential - Is the piece delivering information they really need? • Strategic - Does it align with your goals? • Targeted - Must target precisely so it’s relevant to a specific buyer persona. Tuesday, 10 September 13
25. Content Distribution • Twitter • Facebook • Blog • Pinterest • Instagram • Youtube Tuesday, 10 September 13
26. And there’s more... • Mailchimp • Google+ • Podcasts • Webinars • Press & Media (HARO, BBC Radio Sheff) Tuesday, 10 September 13
27. A 12-18 month plan • New businesses take time to get off the ground. • Time allows for adjustments & clarity • Accuracy of sales forecast & budgeting • ROI - time, energy, £££ Tuesday, 10 September 13
28. Other FREE! tools • Buffer (bufferapp.com) • Google Analytics • Evernote • HAR Tuesday, 10 September 13
29. Summary • Websites do not work alone • Content in King • Integrated strategies need goals & audience • Lots of tools & options • Plan for a future website once you understand how your business is growing. Tuesday, 10 September 13
30. Thank you! • Bea Marshall • www.beamarshall.com • bea@beamarshall.com • @beathetree Tuesday, 10 September 13