This months session is all about building yourself a secure online foundation on which to base your business. We look at: * The business goals that you need in place so that your website has focus. * The tone that you need to set so that you resonate and engage with your audience. * The social networks that you'll want to use to funnel your customers back to your website. * Keeping an eye on your competitors and making sure that you plug any gaps in the market. * Consistency in your branding and message across all the various networks.

1. SEO and Online Marketing Mastery
Keri
Jaehnig
of
Idea
Girl
Media
&
Ki0e
Walker
of
Avidmode

2. Session 3 – Planning Your
Website for a Social World
Website
&
Social
Media
considera2ons
for
the
Successful
Small
Business
Owner

3. Why Have a Website?
It’s
your
storefront
on
the
internet

4. Making Your Website Work for Your Business
Construct
your
website
to
feed
the
goals
that
you’ve
set
for
your
business

5. A
good
example
of
a
goal
oriented
site
that
lets
the
product
shine
through:
hDp://esmajewelry.com/
This
site
is
a
DIY
site.
Amy
is
currently
working
on
it
and
it’s
evolving
piece
by
piece.
The
goals
of
her
site
are:
1. To
sell
jewelry
2. To
capture
leads
3. To
connect
and
get
social

6. Getting the Tone Right
hDp://esmajewelry.com/about/
• Her
about
page
is
human
and
also
shows
her
making
the
jewlery
• Showing
the
tools
of
her
trade
builds
trust,
allows
customers
into
her
workshop
and
demonstrates
the
value
and
uniqueness
of
her
product
• Note
the
one
call
to
ac2on
–
join
my
list!

7. Flowing Tone Throughout the Site
hDp://esmajewelry.com/blog/
The
blog
concentrates
on
what
her
target
audience
are
interested
in:
• The
jewelry
pieces
• The
inspira2on
for
the
pieces
• How
you
can
wear
the
pieces
and
how
they
will
make
the
wearer
feel
This
con2nues
right
the
way
through
to
the
community
that
she
runs
through
her
list.
Plenty
of
special
offers
and
extra
insights
are
given
to
those
that
sign
up.
NB
I’d
add
a
call
to
acAon
for
list
building
at
the
top
of
the
home
page.

8. Translating the Case Study to Your Business
Ø Write
down
your
aspira2ons
for
your
business,
if
you
don’t
have
them
already.
Ø Make
sure
that
you
give
yourself
no
more
than
4
goals
to
focus
on.
Ø Make
sure
that
the
goals
are
sensible,
but
that
they
stretch
you.
For
example:
“I’ll
have
100
email/newsleDer
signups
by
year
end
that
I
deliver
valuable
content
to
once
a
month.”
or
“I’ll
have
made
my
50th
sale
of
product
x
via
the
website
by
year
end”

9. Will Your Website Get You To Your Goals?
From
a
technical
perspec2ve:
Ø Are
you
on
the
right
pla[orm?
Ø Are
you
using
your
own
domain?
Ø Is
your
hos2ng
le]ng
you
down?
Ø Have
you
got
the
right
mix
of
plugins
to
increase
your
func2onality?
Ø
Have
you
installed
analy2cs
so
that
you
can
track
your
progress?
Ø What
are
the
SEO
items
that
you
need
to
work
on
that
you
uncovered
during
your
SEO
audit?
Once
you
have
this
list
you’ll
be
able
to
start
building
your
plan
to
make
the
changes.
You’ll
want
to
finish
your
research
and
put
together
the
plan
this
month,
so
that
you
can
start
making
the
changes
bit
by
bit
from
next
month.

10. Will Your Website Get You To Your Goals?
From
a
user
experience
perspec2ve:
Ø Do
your
visitors
know
what
you
want
them
to
do
next?
Ø Are
you
calling
them
to
ac2on?
Ø Is
your
site
easy
on
the
eye,
to
read
and
to
navigate?
Ø Is
your
site
friendly
and
welcoming?
Ø Is
the
design
up
to
date
and
responsive
across
mobile
devices?
Ø Do
you
educate
and
inform
in
order
to
slowly
build
trust
and
loyalty?
Once
you
have
this
list
you’ll
be
able
to
start
building
your
plan
to
make
the
changes.
You’ll
want
to
finish
your
research
and
put
together
the
plan
this
month,
so
that
you
can
start
making
the
changes
bit
by
bit
from
next
month.

11. Goals For Social Media Integration
Relevancy
&
Consistency
of
Your
Online
Presence

12. “With
Social
Media
so
prevalent
we
are
all
extremely
visible.
Your
prospec2ve
clients,
your
peers
and
your
compe22on
can
drill
as
deep
as
they
wish
searching,
reading
and
gathering
informa2on
online
about
you
and
posted
by
you
without
you
ever
knowing
who’s
searching.
Depending
on
what
they
find,
your
prospects
may
choose
to
do
business
with
you
or
not.”
~Mari
Smith

13. First
things
first
–
Scope
out
your
compeBBon!
Jus2ninsd
|
Flickr

14. • What
are
market
leaders
look
like
in
your
niche?
• What
are
they
doing
that
is
working?
• How
can
you
emulate
that
in
your
own
style?
• What
are
their
weaknesses?
• How
can
you
capitalize
on
open
doors?
Ques2ons
To
Consider

15. Differen2ators
What
makes
YOU
special
that
will
help
shine
the
spotlight
on
why
people
should
choose
you
and
your
business
to
serve
them?
Rosswebsdale
|
Flickr

16. Online
Real
Estate
Jakarta.diplo.de
Your
Website
Home
Base
←
“VacaBon
Rentals”
→
➠
➠
➠

17. The Importance of
Consistency In Branding
• Is
it
appealing?
• ADrac2ve
from
website
to
social
pla[orms?
• Are
you
following
pla[orm
rules
best
prac2ces?
• Using
op2mal
dimension
sizes?
• Facebook
Text
Guidelines:
hDp://bit.ly/FB20textrule
• Will
visitors
know
they
are
at
your
home
base
or
outpost
(obvious
recognizable)?

18. Make
It
Appealing
hDp://pinterest.com/pin/185703184607122862/
By
prdaily.com

19. Homework
Homework
this
month
is
all
around
researching
and
planning
the
changes
that
you’re
going
to
make
over
the
coming
months.
Worksheets/checklists
will
be
posted
under
the
“homework”
sec2on
of
the
group
to
help
you
with
this.
If
you
get
stuck
or
need
some
clarificaAon
jump
into
the
group
and
ask!

20. You Can Reach Us At…
– ideagirlmedia.com
Ideagirlmedia.com
Facebook.com/ideagirlmedia
keri@ideagirlmedia.com
@kerijaehnig
www.avidmode.com
Facebook.com/avidmode
ki]e@avidmode.com
@Ki]e_Walker