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

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

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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

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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 / goal

1

Top 10 tips for building a successful site

2

Break up long paragraphs with bullet points

3

Strong calls to action, ‘Buy Now’ - help them convert

4

5 Create clear navigation

6 Create an eye catching logo

7

8

9

10Terms 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 windows10.Test on a range of devices

‘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

Email

Social

Paid

Search

Display

Ad

Organic

SearchDirect

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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Think about the user experience...

https://youtu.be/3Sk7cOqB9Dk

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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

Facebook

Google Plus

Twitter YouTube

LinkedIn

Instagram

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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.

1

2

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

5

6

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 Leader

Create educational videos that offer

genuine value to users, no need to sell

Create shareable content

Viewers are more likely to share a video

that elicits a strong emotional response

1

2

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:

#DigitalGaragegoo.gl/33j2Wh