Creating Your Online Strategy & Action Plan
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Transcript of Creating Your Online Strategy & Action Plan
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Egle KaralyteNovember 2, 2009
InfinCubator
Creating Your Online
Strategy & Action Plan
The Pilot
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What is InfinCubator?
We do it via the:• Web-based platform;• Incubator-style workshops;• Training programmes;• Networking Soirées.
Connections
InfinCubator is a web-based service for aspiring women entrepreneurs developing ventures online.
Strategic Guidance Resources
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Agenda
1. Who is sitting next to you?
2. What is Online Strategy?
3. Creating Your Online Strategy Step by Step:• Core Essentials• eFinance• eSales• Break• eMarketing• eSystems• eOperations• eManagement• My Action Plan
4. Wrapping up
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Who is sitting close to you?
• Who is she?
• What does she do?
• Her business/career long term vision.
• Her current challenges.
• Her expectations for the workshop.
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What is Online Strategy?
What does it mean for you?
How have you encountered it?
Is it e-business? Is it e-commerce?
Why is it valuable?
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What is Online Strategy?
It answers such questions as:
• How is your business positioned online
• How much revenue your web assets should generate you
• How your online presence should be aligned with your offline operations
• What tools, technologies, and strategies you should use in order to increase brand awareness
• What strategies you should use in order to drive qualified traffic into your web assets
Online strategy defines a long-term vision & activities of your business or brand within the online ecosystem in a way that helps you to achieve your ultimate business goals.
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1. Core Essentials
You
Your Role & Mission
Brand
Competition
Value
Position
Business Goals &
Objectives
Clients
Elevator Pitch
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1. Core Essentials cont’d.
Segment Needs Demographics Psychographics
1.1 Personal Objectives & AmbitionsShort Term – Long Term – Ultimate
1.2 Personal Brand EssenceCharacteristic – Image – Feeling
1.3 Brand’s roleFunction – Mission/Purpose
1.4 Ideal ClientsCriteria
1.5 Competition
My Competitor + - How does my business compare to it?
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1. Core Essentials cont’d.1.6 Value Proposition
1.7 Position in the Market
1.8 Business Goals & ObjectivesShort Term – Long Term – Ultimate
1.9 Elevator PitchTell a story in 3 seconds about your business/brand. Make sure to include:
WhatWhomHowWhy
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2. eFinance
2.1 Revenue & Profit
2.2 Multiple Revenue Streams
2.3 Revenue per Revenue Stream
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2.1 Revenue & Profit
1st year 2nd year 3rd year UltimateFigures
Revenue
Per month
Per year
Costs
Per month
Per year
Gross profit
Per month
Per year
Net Profit
Per month
Per year
How much revenue and profit realistically do you want to generate from your e-business or online presence?
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2.1 Multipe Revenue Streams
• E-commerce • Integrated e-commerce gateway for sales of 3rd party products • Marketplace • Paid Membership• Paid-for Premium Content• Paid-for Storage & Display of Assets• Revenue Share from sales of the displayed assets. • Advertising
•Traditional Ad Display Space•Affiliate Networks •Search •Content
• Sponsorship Deals • Sales of Merchandise related to the site’s content. • Off-line and Hard Copy Products from the site’s content.• Off-line Events• Sales of Data• Research as a Service• Education & Training • Donations
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2.2 Revenue per Revenue Stream
1st year 2nd year 3rd year
Revenue Stream Per month Per year Per month Per year Per month Per year
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3. eSales
3.1 First Contact
3.2 Creating a Relationship
3.3 Developing & Nurturing a Relationship
3.4 Converting a Lead into a Client
3.5 Facilitating a Sale
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3.1 First Contact
• “Hooks” online• Interest• Engage
Action Where Content
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1. How will you take that first online contact to the next stage towards creating a stronger relationship?
Enter per cell:- Action- Frequency- Content
2. What themes will you use for the dialogs with your customers? What stories will you tell and develop?
3. What will be the role of your customer and your business within these stories?
4. What “hooks” will you have within those stories in order to capture contacts with your audience and better understand their needs/interests?
3.2 Creating a Relationship
First Contact Target Persona
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3.3 Developing & Nurturing a Relationship1. Staying-in-touch 2. Getting to know them3. Educating them4. Capturing this information
Relationship Stage Target Persona
Enter per cell:• Action• Frequency• Content
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3.4 Converting a Lead into a Client
Target Segment
Crafted Offer + Price Landing Page Call to Action Linked to Pages
1
2
3
Prerequisites• Landing page with the crafted offer.• A stream of targeted traffic that you drive to the page.
Examples of the Crafted Offers• Free webinar• Whitepaper• Some type of free consultation• Access to a tool• Research / studies• eBooks• Trials and samples• Contests• Complimentary free service, product or saving on a purchase
Examples of Calls to Action• Request a Demo• Download our White Paper
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3.5 Facilitating a Sale
Step Collateral & Content Tools / Technology
1. Pre-Sale
2. Post-Sale
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Let’s have a break …
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4. eMarketing
4.1 Your Content Strategy
4.2 Optimizing Your Content
4.3 Promoting Your Content
4.4 Your Online Marketing Plan
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4.1 Your Content Strategy• How will you communicate?• Engage?• Inform?• Educate?• Entice?
Ideas for Stories• Looking Within• Stepping into the Customer’s Shoes• Becoming a Helping Hand for Your Prospects & Clients• Building on Your Passion & Dreams • Customer Stories• Stories from Working Partners• Research Conversations Online for the “hot” topics
Packaging Stories• New pages on your website • Blog • Podcasts • Videos • Photos • Presentations • Webinars • eBooks • News Releases• White Papers • eNewsletters • Wikis • Kits • Online tools, games & quizzes • Industry Research & Survey Reports
Target Segment Content Theme Packaging Delivery format Frequency
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4.2 Optimizing Your Content
1. Keyword Research & Analysis
2. On-site Optimization• Page Titles • Headings • URL & Internal Links Structure • Meta Keywords • Meta Descriptions • ALT Text on Images • Robots.txt
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4.3 Promoting Your Content• Submit Your Website to Quality Web Directories
• Submit Your Website to Industry Specific Directories & Websites
• Create & Submit Sitemaps
• Share Your Content via Media Sharing Sites
• Promote Your Content via Content Distribution Sites
• Be Active in the Online Forums & Communities
• Become an Expert in Sites Offering Professional Help
• Make Yourself Known on Professional Social Networks
• Affiliate Programs
• Creating Partnerships Online
• Approaching Bloggers & Independent Journalists
• Pay-Per-Click (PPC) advertising
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4.4 Your Online Marketing Plan
1st Quarter 2nd Quarter
Jan Feb Mar April May June
Revenue ►Activities ▼
Monthly
3rd Quarter 4th Quarter
JulyAugus
tSept Oct Nov Dec
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4.4 Your Online Marketing Plan cont’d.
Monday Tuesday Wednesday Thursday Friday
Weekly
1.
2.
3.
4.
5.
Daily
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5. eSystems / Web Assets
Web Asset Core Requirements Who will do it?
• Your website(s) • Your blog(s) • Domain names • Email Marketing System • Lead Nurturing System• Your profiles on the social media sites • CMS• Online Reputation • Search Engine Rankings
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6. eOperations
6.1 Customer Management
6.2 Supplier Management
6.3 Order Fulfillment
6.4 Order Management
6.5 Payment Management
6.6 Quality Management
6.7 Delivery Management
6.8 Inventory Management
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6.1 Customer Management
Step Content Who is involved Technology & Tools
1. Customer Expectations
2. Post sale & pre-shipment
3. Post-shipment
4. Follow up post delivery
How will you follow up?
What will you say? What information will you capture?
Who is involved? Technology & Tools
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6.2 Supplier Management
Supplier Deliverables Delivery Format Technology Time Constraints
1. Expectations
2. Interaction with Suppliers
Purpose ofinteraction
Information to send Information to receive Who is involved Technology & Tools Used
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6.3 Order Fulfillment
Step What information to collect and who will do it?
What information to pass on and to whom?
Technology & Tools
Receiving an Order
Receiving the Money
Verifying an Order
Confirming an Order
Notifying Suppliers
Preparing an Order
Verifying the Order Quality
Delivering the Order
Notifying customer about the shipment & delivery date
Following up with the customer post delivery date
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6.4 Order Management
1. Receiving an Order
2. Verifying an Order
3. Preparing an Order
4. Returning/Exchanging an Order
How Information to capture Who is involved Technology & Tools
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6.5 Payment Management
1. Receiving the Money
2. Refunding the Money
3. Sending the Money
Product/Service/Supplier
How is payment taken/sent?
How will you cash the money?
Who is involved?
Technology & Tools
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6.6 Quality Management
1. Quality Management Checklist
2. Quality Management Process
Step Information to record Who is involved Technology & Tools
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6.7 Delivery Management
• Once the product is ready for delivery, how will it work?
• What will be done in-house and what will be outsourced?
Step Information to send Information to record Who is involved Technology & Tools
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6.8 Inventory Management
• How will you plan, forecast, and manage your inventory?
• When do your suppliers expect to receive orders (one month in advance, two, etc.)?
• How will that affect your e-business?
Product Supplier Expectations
Who is involved Technology & Tools
Inventory Order Process
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7. eManagement
7.1 Traffic & Basic Stats Tracker
7.2 Search Engines Tracker
7.3 Social Media Tracker
7.4 Online Reputation & Buzz Tracker
7.5 E-Communications Tracker
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7.1 Traffic & Basic Stats Tracker
What to track & measureBenchmarks &
Success MetricsTools
Incoming traffic statistics# of visits# of unique visits# of pageviewstraffic sources (email, social media, mobile, website referrals, etc.)keywords using which people find youdemographics of incoming traffic
Google Analyticshttp://www.google.com/analytics
Activity on your website # of downloads# of registrationsmostly visited pages # of inquiries# of call originated from the websiteVisitor behavior paths
Google Analyticshttp://www.google.com/analytics
PerformanceLoading timeUptime & performance from multiple locations.Downtime or threshold violations.
Pingdom Toolhttp://tools.pingdom.com/fpt/Site 24x7http://site24x7.com/
Check broken links on your website W3C Link Checkerhttp://validator.w3.org/checklink
Effectiveness of your website’s marketing Website Graderhttp://websitegrader.com/
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8. My Action Plan
Next Step Assigned to Start Date Finish Date Status
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2.
3.
4.
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10.
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Thank You!
• Schedule your 30min follow up session. Now or via email [email protected]
• Evaluation Sheet