Digital Strategies for Small Business

Transcription

1 Digital Strategies for Small Business

2 What we ll cover today Why is digital important Snapshot as to what makes up a digital strategy A brief run through of what makes up each component Key trends you could be thinking about Auditing your business Please ask questions throughout the session. There will also be an opportunity to ask questions at the end of the session. Image: Reactive.com

3 Why is Digital important to your business?

4 Digital Disruption Digital technologies will have a different impact on each sector Size of the impact Time in which it will happen How each sector responds and prepares will be paramount to a business s success or decline

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6 Digital Disruption Are you prepared for the worst? Are you ready for the best?

7 Fast Broadband Benefit Rating

8 Source: CCIQ Queensland Digital Readiness Study

9 Where are we at as a nation? 16% of small businesses are making the most of the web with high digital engagement 25% of small businesses have medium digital engagement 24% of small businesses have low digital engagement and 35% of small businesses have very low digital engagement and do not use the internet at all. Source: Deloitte: Connected Small Business, 2013.

10 Why you need a digital strategy According to Deloitte: Businesses with higher levels of digital engagement have an average of 20% increase in annual revenue. Median revenue for businesses with low digital engagement is $87,500 / employee, compared with $187,500 per employee for businesses with a high level of digital engagement. Source: Deloitte: Connected Small Business, 2013.

11 SO WHAT DOES A DIGITAL STRATEGY LOOK LIKE?

12 A definition: A digital strategy provides direction on how to maximise the business benefits of digital initiatives in line with your businesses vision, goals, and opportunities. It is essentially an extension of your current business plan.

13 For example: The finance component of your business plan could undergo digital transformation through: moving to cloud-based accounting solutions taking and receiving orders and payments via an e-commerce website moving in-field staff to digital devices (ie. ipads) to take customer orders, create invoices on the run and even collect payments.

14 Video Digital Strategies for Business

15 What makes up a digital strategy? A Digital Strategy is made up of ten elements: Online presence Digital marketing Selling online Customer interaction Online security Supplier interaction Mobile based solutions Efficiencies through technology Cloud computing Training and Regulatory Interaction

16 QUESTION Do you have a digital strategy for your business?

17 WHAT ARE THE KEY THINGS YOU SHOULD KEEP ON THE HORIZON?

18 Digital Presence Website Design & Content Search Engine Optimisation Social Media Online Selling Digital Marketing Analysing Effectiveness Google Analytics

19 Website Design and Content What makes a good (or bad) website? Australian Web Awards Mobile Category Australia Post Personal Blog Red meets Blue Commercial Bonfire Social Media Celebrate WA

20 Website Design and Content Do you pay for one or build your own? (or a combination of both) Things to consider Engaging and relevant content High quality photographs Easy to navigate structure Optimised for Search Engines

21 Website Design and Content Content Management Systems Create, manage, store and deploy content for your web page Web content includes text and embedded graphics, photos, video, audio, and code (e.g., for applications) that displays content or interacts with the user. Top 3 for 2013 Wordpress (50%) Drupal (17%) Joomla (6.4%) Source :

22 Website Design and Content Content Management Systems

23 Website Design and Content Important things to remember Can you make you own changes and updates Manage your digital assets carefully Know who your customers are and where they play What is the purpose of your website To inform, to educate, product marketing

24 Search Engine Optimisation (SEO) Improving your page rankings Optimise page titles, headings and keywords Links to your website adds credibility Video and examples

25 Social Media Social media present great marketing opportunities for businesses of all sizes. Examples: Youtube, Facebook, Twitter etc You can use social media to: promote the name of your brand and business tell customers about your goods and services find out what customers think of your business attract new customers build stronger relationships with existing customers.

26 Social Media THE BENEFITS broad reach - social media can reach millions of people all around the world ability to target particular groups free or low-cost personal fast to distribute information to many people easy - you don't need high-level skills THE WEAKNESSES Potential wasted time and m return (be sure of your mar the rapid spread of the wro your business (e.g. incorre posted by you, negative rev legal problems if you don't the laws regarding spam, c issues. Content must be maintaine

27 Social Media THE WEAKNESSES ia can reach millions of Potential wasted time and money for little or no tangible return (be sure of your market demographic) the rapid spread of the wrong kind of information about your business (e.g. incorrect information accidentally posted by you, negative reviews posted by others) ion to many people level skills legal problems if you don't follow privacy legislation and the laws regarding spam, copyright and other online issues. Content must be maintained regularly (daily)

28 Social Media Facebook a social networking site that allows you to have conversations with customers, post photos and videos, promote special offers, and more (Others: Linkedin, Google+) Offer deals through Facebook Places Targeted advertising Steer traffic to your website Provide customer support Talk to existing and potential customers Share pictures and videos from your business Low-cost marketing strategy Check out - The Official Aussie Helpers Page

29 Social Media Youtube an online video-hosting service that lets people share their videos (Others: Vimeo, Flickr) Demonstrate products Creating community Demonstrating expertise Saving bandwidth Leveraging events and promotions Check out the Natural Sciences Loop

30 Social Media Twitter - a 'micro-blogging' service that allows you to send and receive short messages from customers and potential customers. Your business could use Twitter to promote products converse with customers monitor feedback and trends provide customer service. Not every business is a candidate for Twitter. Like any business activity, Twitter requires planning, resourcing and monitoring. Check out Queensland Police Service

31 Online Selling Some things you should think about: Mobile-Commerce (m-commerce): 24% of Australians are making purchases through m- Commerce (16% smartphone, 8% tablet). Facebook-Commerce (f-commerce): Embedding e-commerce solutions in Facebook enabling customers to buy from your store without leaving Facebook. B2B Efficiencies: Rather than customers sending in faxed orders or calling in with their order, create an e-commerce style process for them to buy online freeing up your sales/admin staff.

32 Online Selling THE BENEFITS ability to trade 24/7 trade across geographic borders consider releasing a version of your website in various languages highly convenient sales channel easy opportunity to get repeat buyers can be a highly cost effective channel. THE WEAKNESS shipping costs can from selling online it s a whole new s treated like any ot resources, marke pricing model can and mortar enviro dealing with return

33 Online Selling THE WEAKNESSES tructure for a set scale up / down shipping costs can preclude some businesses from selling online it s a whole new sales channel and therefore should be treated like any other sales channel i.e. needs, resources, marketing etc pricing model can sometimes differ from the bricks and mortar environment dealing with returns/client issues etc.

34 Digital Marketing Some things you should think about: Building a CRM: All enquiries, leads and prospects that download a whitepaper or information from your website should be added to a well-sorted CRM. Investigate re-marketing solutions: Remarketing, which can often be automated, enables you to send additional collateral or promotional material to a prospect based on their last purchase / enquiry. Opportunities: Google Adwords, social media advertising, newsletters/ marketing, banner advertising, content production / blogging, SEO. Measure ROI: Use goal feature in Google Analytics.

35 Digital Marketing THE BENEFITS can segment the demographic to ensure cut through is achieved to a very specific group of people can be highly cost effective, and generate a strong ROI THE WEAKNESS often very niche, n reliant on human like traditional ma cluttered environm ability to test and measure is great.

36 Digital Marketing THE WEAKNESSES often very niche, not mass media tructure for a set scale up / down reliant on human resources/time rather than money like traditional marketing cluttered environment

37 Analysing Effectiveness Google Analytics Which marketing initiatives are most effective Which customer and customer segments are most valuable Where visitors come from and what do they do on the site Which keywords resonate with prospects and lead to conversions

38 Analysing Effectiveness Google Analytics Which online ad or creative is the most effective Where people leave the site Which pages retain visitors the longest What search terms people use to find the site

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41 Cloud Computing: the delivery of hosted services over the internet. It includes: Infrastructure-as-a-Service (IaaS) where you move to an environment whereby your server is cloud based, and staff access your data from it, rather than a local server Software-as-a-Service (SaaS) where you access your software via the internet rather than having it installed on your local machine. Includes solutions like Salesforce, Xero etc.

42 Cloud Computing THE BENEFITS 99% safe and uptime guarantees you get 100 s of $1000 in infrastructure for a set monthly fee/person scalable solution which you can scale up/down based on staff numbers/projects etc hassle free administration. cheap & fast access to a variety of solutions THE WEAKNESS doesn t work for a research before c you loose direct c try to ensure that shore facility make sure the for your business.

43 Cloud Computing THE WEAKNESSES doesn t work for all business types you should research before committing tructure for a set scale up/down you loose direct control of your infrastructure try to ensure that your data stays in Australia not in an off-shore facility make sure the cloud solution you are getting is the right fit for your business. Requires an active internet/broadband connection

44 Cloud Software Some things you should think about: Cloud apps: More and more applications are moving to SaaS solutions from project management software like Podio or Basecamp, through to CRM like Salesforce, Sugar Dynamics, and Highrise HQ. Extending an app: Using the API (Application Programming Interface) developers can create custom web products that connect with the cloud application. Cloud accounting: SaaS solution, anywhere/anytime access, automated bank feeds, suggested invoice matching, secure and API availability for developers to extend. Cloud POS: Point of sale solutions that can be run via a tablet. Solutions are backed up to the cloud and allow for real-time analytics and sales tracking via the app remotely.

45 Cloud Software THE BENEFITS real-time, online access anywhere, anytime affordable spreading the financial burden of high end software over a period of time scalable based on the number of users/level of work ability to extend/modify and link two or more cloud apps together In-house IT support requirements diminish Software updates handled automatically THE WEAKNES you don possible downtim (normally avoida data is typically s cost can be high support can som

46 Cloud Software THE WEAKNESSES you don t physically own the software tructure for a set scale up / down possible downtime during a server outage/upgrade (usually avoidable now) data might be stored abroad cost can be high if there s 1000 s of people accessing it support can sometimes be lower. Requires an active internet/broadband connection

47 Mobility Some things you should think about: Accessing cloud solutions: Major cloud software providers are more commonly providing mobile applications for users to access their data via their smart phone. Mobile payment solutions: Using solutions like PayPal, Here or Commonwealth Bank Pi, allow you to turn your smart phone into a mobile EFTPOS machine. Custom mobile applications: create applications that exist only on a small group of smart phones to replace paper based processes.

48 Mobility Case Study

49 Mobility THE BENEFITS always on, access to information anywhere anytime leverage off handsets core functionality ie. GPS/ heat map the device is always with the user nearly hitting 100% market saturation. THE WEAKNESS developing across can be expensive platforms constant small screen screen there

50 Mobility THE WEAKNESSES tructure for a set scale up / down developing across multiple operating systems can be expensive platforms constantly changing and users upgrading small screen because of the physical size of the screen there are some things you cannot do efficiently. Requires an active internet/broadband connection

51 Online Training and Information Sources Online Training Training for you and your staff Provide training / instructional videos and documentation about the products that you sell Up to Tertiary level qualifications can all be delivered online itunesu Webinars RSS Feeds, Blogs, Newsletters & Social Media

52 Business and Industry Portal One location for: Business & industry information Information & tools to start or run a business Australian Business Licence and Information Service The right forms for licences & regulations online Across all levels of government Australian Business Account Ongoing updates & opportunities relevant to business

53 What does the portal offer? Easy to read guides about how to start, run & grow your business FREE interactive quizzes & tools FREE business planning templates Customised support & advice plus FREE how to webinars Useful info, support & advice targeted to industry Calendar with details of upcoming events

54 Australian Business Account Reduce your paperwork by pre-filling forms with details from your business profile. Get updates about changes to regulations. Receive updates about new tools, events and webinars. Be kept in the loop about ways to increase your bottom line. Get updates about industry opportunities. Keep a record of the forms submitted online. Find the regulations that relate to your business from ABLIS and save in the ABA. Apply for a range of licences online. Keep a record of the forms submitted online.

55 Choosing a Digital Consultant Past experience ask to see some examples Be sure of timeframes and deliverables Staged approach ability to build on Changing your own content Ongoing costs and subscriptions Add-on systems and integration with what you already have (Page 34 in Workbook)

56 Auditing your business Put your business under the digital lens to understand how your business is performing. The Department of Tourism, Major Events, Small Business and the Commonwealth Games has created the framework for a Small Business Digital Readiness audit tool. The tool enables you to get a clear picture of where you currently are and what you need to do to progress to the next level.

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58 Mapping out an action plan The action plan in your workbook lists the tasks you should undertake to assess what the next steps look like. STEPS: AUDIT understand your current position on the Digital Audit Tool. RESEARCH consider what options are available to you so you know what your digital evolution could look like. ACTION create an action list of tasks as to the steps you need to complete to progress. DEFINE consider what success in this section will look like to determine your success in implementing this strategy.

59 Summary A Digital Strategy should be an integral part of your business plan it's more than just a website. Look at each area of your business plan and assess how you could achieve efficiency gains through the use of technology/software. Recognise the importance of marketing your business online. Audit your business understand where you re at. Create an action plan to proceed to the next level.

60 Preparing for the Digital Future 1. How am I able to compete in an interstate or global marketplace? 2. How will my customers buy from me in the future? 3. How will I manage my relationship with them, from marketing to after-sales service? 4. How will I attract qualified staff to sustain my business? 5. How do I retain my staff by offering an attractive work environment that is comparable with what is on offer from big business? 6. How do I streamline business processes so that I have more time to work on the business rather than in it?