businesses for small digital starter kit · 2020-03-22 · d i g i t a l m a i n s t r e e t . c a...

digitalmainstreet.ca

DIGITAL STARTER KITFOR SMALLBUSINESSESPREPARED BY DIGITAL MAIN STREET

TOPICS OF DISCUSSION

Email Marketing ........................................................................................................... pg: 3eCommerce ................................................................................................................. pg: 9Developing Buyer Personas ........................................................................................... pg: 15Content Creation .......................................................................................................... pg: 21Video Production .......................................................................................................... pg: 26The Cloud for Small Businesses ..................................................................................... pg: 31Website ........................................................................................................................ pg: 41SEO .............................................................................................................................. pg: 45

Table of Contents

digitalmainstreet.ca

EMAIL MARKETINGFOR SMALLBUSINESSES

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Reasons to consider Email Marketing

WHAT IS IT?

Email marketing is a form of marketingthat uses electronic mail tocommunicate directly with customersand followers. It is used for manyreasons: to promote products andservices, make announcements, andbuild connections with your community.

HOW WILL IT HELP YOURBUSINESS?

Email marketing is very effective, if donecorrectly. Depending on the size of your email list, youmay be able to send out emails for free. It makes content planning easy. Emailcontent can be repurposed into blog postsfor your website, or broken down into socialmedia posts on your social accounts.

WHY IT ISIMPORTANT

Since content is delivered straight to apotential customers inbox, it is one ofthe most effective forms of marketingfor driving sales.Unlike your followers on social mediaplatforms, you actually own your e-mail subscriber list. If you lost yoursocial media account, you'd still havea way to directly contact yourcustomers.It's never been easier to apply thanksto available platforms.

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THINGS TOCONSIDERWITH EMAILMARKETING

EMAIL MARKETING PLATFORMS

MailchimpConstantContactAWeberConvertKitFloDeskThere are many, many more!

E-MAIL CONTENT IDEAS

A behind the scenes look at yourbusinessTip of the monthSpecial offers, deals, and discountsA roundup of new productsPositive customer testimonialsUpcoming events/workshopsA guest blog postA business recapFree valuable resources

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HOW TO BUILDYOUR E-MAILLIST

HOW TO COLLECT E-MAILS

Having an e-mail list is your most valuable assetin e-mail marketing. In order to collect e-mailsfrom potential customers, you must give themsomething of value in exchange for providingtheir e-mail. This is called a "lead magnet" or a"freebie." and it should be relevant to yourbusiness and brand.

LEAD MAGNET IDEAS

A discount or coupon codeA printable calendarAn e-book or guideA printable template or workbookA resource guideA checklistA webinar or online courseJournalling prompts

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YOU'VE LEARNEDIT, NOW DO IT!

YOUR TO-DO CHECKLIST

Create an account with an email marketingplatform of your choiceSet up email opt in form to start collectingemails with a link to the form on yourwebsite and social media.Create a "freebie" piece of a content toentice people to subscribe to your emaillist.Promote your freebie and encourage sign-upsSend out your first email campaign!

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ADDITIONAL RESOURCES AND SUPPORTFOR YOUR SMALL BUSINESSLets grow your email list with Jenn Kutcherhttps://jennakutcherblog.com/lets-grow-email-list-5-day-challenge/ Email Marketing Strategy and Tips for Successhttps://mailchimp.com/email-marketing/ 19 Examples of Brilliant Email Marketing Campaignshttps://blog.hubspot.com/marketing/email-marketing-examples-list Is Email Marketing Dead? Statistics Say, Not a Chancehttps://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/ A Beginners Guide to Successful Email Marketinghttps://neilpatel.com/blog/beginners-guide-email-marketing/ 11 Tried and True Lead Magnets with Exampleshttps://blog.hubspot.com/marketing/creating-lead-generation-offers-from-blogs

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E-COMMERCE

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E-COMMERCE 101

WHAT IS E-COMMERCE?

E-commerce is the buyingand selling of goods orservices over the internet,and the transfer of moneyand data to execute thesetransactions

HOW WILL IT HELPYOUR BUSINESS?

Grow your business byovercoming geographicallimitationsBetter understand yourcustomers using valuabledataTargetted communications

WHY IS IT IMPORTANT?

More and more,customers are choosingthe convenience of onlineshoppingeMarketer predicts retailE-commerce sales (inCanada) will be more than$75 billion dollars in 2020

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E-COMMERCEIN 3 SIMPLESTEPSGet online and start reachingnew customers

STEP 1Search for a domain (address of yourwebsite that people type in thebrowser URL bar)Choose an E-commerce platform thatbest suits your needs

STEP 2Choose a website theme thatmatches your brandAdd necessary content, ensuring thatyou're optimizing your website forusers and search engines

STEP 3Setup payments and launch yourstoreCreate content to promote your storeonline (e.g. social media post, blogs) 11



Decide which products you would like to startselling online. If you have a digital inventorysystem, see if it can integrate with your preferredsolution. Do some research on the e-commerce platformsavailable and select one which best suits yourbusiness in terms of ease of use and cost. Decide on a template and start gathering thecontent that will go in all the various sections andpages. Ensure you have high quality photos of theproductsInclude payment and shipping optionsGo Live!

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Q: WHICH E-COMMERCE PLATFORMSHOULD I USE?A: Your choice will depend on your specific needs and which optionbest aligns with your brand. Many clothing retailers tend to useShopify because of integration with multiple marketplaces and manyrestaurants go with Weebly due to the easy integration with SquarePOS.

Q: HOW WILL POTENTIAL SHOPPERS FINDMY ONLINE STORE?A: Every day millions of people are searching on the Internet for thethings you are selling. People can find your online store through twoavenues: organic or paid. Organic involves aspects such asoptimizing your website for search engines and building a socialmedia presence. Paid involves aspects such as using Google ads andFacebook/ Instagram ads.

Q: WHAT TO DO TO TURN BROWSERSINTO BUYERS?Orient your website towards sales rather than marketing. Let yourvisitors see your products immediately instead of hiding them behindlots of marketing copy. Include a page with your store policy for aprofessional look. Provide your contact details and explain yourT&Cs, FAQs, security, encryption, shipping and payment options. 13

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Additional Resources Shopify Academy - Free Training and Business Educationhttps://shopify.ca/academy 18 Major Benefits of e-Commerce Business for Retailers &Customershttp://bit.ly/3976yVj Best Online Store Builders 2020http://bit.ly/2U48FVz 10 Insights on the Evolution of an Industryhttp://bit.ly/2WqHhCK The Future of e-Commerce: Trends To Watch For In 2020http://bit.ly/2xHycLh e-Commerce Site Best Practices: The Anatomy of The 'Perfect' e-Commerce Site [2020 Edition]http://bit.ly/2WqIyK2 14


BUYER PERSONA

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How to create a detailed buyer persona?

WHAT IS A BUYERPERSONA?

Semi-fictionalrepresentation of yourideal customer. Created throughresearch, existing dataand educatedassumptions.


Cater content andmessage to mainaudience.Focus on their needs andinterests.


Narrow audiencefocus to reach mainconsumers.Build a more efficientstrategy and saveresources.

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BUYERPERSONA IN 3SIMPLE STEPSCater the message to yourmain audience.

STEP 1Analyze data available to you, such associal media metrics and managementtools, google analytics, and informationabout customers.

STEP 2Use information gathered and try tounderstand the demographics of yourbuyer, such as age, location, income, andmore.Build a persona using Xtensio andHubSpot.

STEP 3Change your strategies to focus on theaudience found on your research.

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https://xtensio.com/user-persona/

https://www.hubspot.com/make-my-persona

YOU'VELEARNED IT,NOW DO IT!


Gather and analyze dataBuild a profile (see link of resources for anexample)Implement changes

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Q: HOW DO I KNOW IF I REACHEDTHE RIGHT AUDIENCE?

A: Even after analyzing the results, you mightstill gather more data. Modify your strategiesaccordingly.

Q: I DON'T HAVE ANY DATACOLLECTION POINT. WHAT DO IDO?

A: It is never too late to start gatheringinformation from social media platforms,social media management tools, googleanalytics, databases, surveys, google mybusiness, and more.

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Example of a personahttps://library.xtensio.com/traveler-persona-example How to build an accurate buyer personahttps://www.newbreedmarketing.com/blog/creating-accurate-buyer-personas-024 How can Buyer Personas define marketingstrategieshttps://info.thespotonagency.com/9-ways-buyer-personas-define-b2b-digital-marketing-strategy How to use analysis to build a personahttps://buffer.com/library/marketing-personas-beginners-guide

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CONTENTMARKETING

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Creating Content That Gets Noticed

WHAT IS "GOODCONTENT?

Visually pleasingUseful to the end-userTells a storyHonest and authentic


Potential customers willremember you and yourcontentKeeps you top of mind, andpushes consumers closer tomaking a purchase


Content marketing can getyou in front of a newaudiencePeople are now more thanever searching "how to" onGoogle

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GREATCONTENT IN 3SIMPLE STEPSProduce quality content thatgets noticed.

STEP 1Brainstorm topics that your audiencewant to know answers toSearch Pinterest, Googlesuggestions, and Reddit forinspiration

STEP 2Take your photos in well lit areasConsider angles for social media andblog content

STEP 3Start to write! Keep it short toaccommodate for short attentionspansContent that is most naturally youand your brand voice will resonate 23



Research your topic. What answer can youprovide to a question your consumer has?Write a useful piece of content. Is it a"how-to", is it a review? Consider whatwould be best for the end user. Check for length and accuracyTake photos in well lit areas. Be sure toconsider both horizontal and verticalformat for social media and your website.

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Q: WHAT'S THE BEST CAMERA TOUSE?

A: Your smart phone is great, no need foranything fancy.

Q: WHAT TOPICS SHOULD I WRITEABOUT?

A: Think about what problems yourconsumers might need answers to. Ex. a dogowner might not know good off leash parks inthe area, and you can write about top 3 localparks.

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VIDEOMARKETING

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Video Marketing for your businessWHAT IS VIDEOMARKETING?

Social media posts -Instagram/Facebookstories, TikTok or SnapchatBrand VideosInterviewsStreaming live eventsYouTube

Video marketing is creatingcontent that includes:


Video marketing can help topromote your product orservice, increase customerengagement, educate youraudience, and reach them witha new medium.


Consumers want to see videocontent more than ever.Videos lead to strong resultsin marketing campaignsacross the board from Click-Through-Rates, toengagement and conversions

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VIDEO IN 3SIMPLE STEPSWhen making video content itis always important to planand set goals.

STEP 1 - PLAN

What am I trying to achieve?Who is my audience?Where will I upload this?

Ask yourself:

STEP 2 - SHOOTUse consistent/natural lighting Ensure your camera & audio aresteadyEnsure your camera's battery andmemory are sufficient

STEP 3 - EDITMake sure you aspect ratio matchesthe platformE.g: Instagram stories are 16:9 whileInstagram video posts are 4:5

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Make a plan and write a scriptA script can include lines and directions forscenes, audio and visualsFilm your content in a quiet space withplenty of natural lightCheck audio to ensure it is loud enoughWhen editing, make sure you aspect ratiomatches the platform. Test it before it goes live!

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Q: WHAT'S THE BEST CAMERA TOUSE?

A: Your smartphone is the simplest and mostaccessible camera that you will have

Q: WHERE CAN I FIND STOCKVIDEO OR AUDIO?

A: https://videohive.net/ andhttps://www.pond5.com/ are good sources

Q: WHAT ARE SOME GOOD VIDEOEDITING TOOLS?

A: iMovie, Windows Movie maker andClipchamp. Simple and free

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https://videohive.net/

https://www.pond5.com/


CLOUD STORAGEFOR SMALLBUSINESS

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CLOUD STORAGE FOR SMALL BUSINESS

WHAT IS "THECLOUD"?

Cloud computing lets youaccess your business data andapplications from anywhere, atany time, on any device youcan access the internet with.


The cloud lets you use storephotos and videos, share filessuch as invoices or receipts,collaborate with others and useoffice tools such as MicrosoftOffice 365 from anywhere youhave access to the internet.


Secure and affordableImproves efficiencyEliminates the risk of datalossGlobally accessible

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HOW TOCHOOSECLOUDSTORAGE IN 3SIMPLESTEPS

STEP 1Choose the cloud service you want to use that hasa Free optionExamples:

Microsoft OneDrive (5gb free)Google Drive (15gb free)Apple iCloud (5gb free)Dropbox (2gb free)

STEP 2Create your account with the service you chooseand share the credentials with staff you want togive access to

STEP 3Start uploading files you want to store andaccess remotely. Recommended: Media Files (Photos & Videosfor social media), your invoices or receipts,spreadsheets and other business documents.

Cloud storage enables you toaccess important files on-the-go,anywhere, at any time.

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Choose a Cloud Storage providerCreate a free account.Share login credentials with staff youwant to give access to.

Upload your files using a computer or yourmobile device.Organize your files on a computer bycreating Folders with appropriate names.

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For more information and training,visit:https://linktr.ee/angelo.dms andclick on the training for the CloudStorage platform you are using.

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https://linktr.ee/angelo.dms

Q: HOW DO I CHOOSE THE BESTCLOUD SERVICE FOR MY NEEDS?

A: Choose the service based on the amount of freestorage given, features, and reputation. Recommended: Microsoft OneDrive (5GB free)

Q: WHAT FEATURES DO I NEED?

A: Features such as:- Mobile app- Offline access- Encryption- See older versions of a file- Document Scanning (optional)

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CLOUD-BASEDAPPS FORSMALLBUSINESS

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Cloud Apps for Small Businesses

WHAT DOES ITMEAN TO BE"CLOUD-BASED"?

A cloud-based app allows foreasy access to data remotelythrough the web or a mobile appat any time with any device aslong as you are connected to theinternet.


Cloud-based apps lets you domany things remotely such asmanage your online inventory, usefinancial and accounting software(receipts, invoices, etc.), createand send virtual contracts to be e-signed, collaborate with othersand use office tools like MicrosoftOffice 365.


Secure and affordableImproves efficiencyEliminates the risk of datalossGlobally accessible

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SELECTINGCLOUD-BASED APPSIN 3 SIMPLESTEPS

STEP 1

Do you need to create invoices and receipts on-the-go?Do you need to create, save and access content such ascool graphics or videos on-the-go?Do you need to manage your online store?

Think about what services you want to use on-the-go.

STEP 2Do your research on cloud-based apps that will help youreach your goals. Ask yourself, "What tasks for my business do I wish I coulddo at home or on my commute?"

STEP 3Read the training guides, follow the tutorials and getyourself familiar. There's nothing better than trying theapps yourself to figure out if they are the right one for you.

The cloud can help you increaseefficiency and productivity.

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Think about the tasks that you want to doon-the-go.Do your research.Read guides & tutorials, test, decide.

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Q: WHAT ARE SOME APPS THAT YOURECOMMEND?

Wave Financial (free), Xero, Quickbooks

Canva (free), Adobe Creative Cloud, Stencil

MailChimp (free), GetResponse, Active Campaign

Shopify, Volusion, Lightspeed, WooCommerce

A: We recommend choosing a SaaS (Software-as-a-Service) with a good reputation and fits yourbudget. Check software review websites such asCapterra or G2 Crowd. Examples of software we're familiar with:Financial & Accounting:

Content Creation:

Email Marketing:

eCommerce:

*Note: these are just examples of cloud-based software we've worked with. There areplenty of other solutions out there that may work best for your needs.

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CREATING YOURWEBSITE

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Starting Your WebsiteWHAT IS AWEBSITE?

A website is your digitalportal that lets yourcustomers see exactly whatyour business is all about.Through your website, youcan show potentialcustomers what you wantthem to see, including blogposts, pictures, videos, etc.


Increase customerconversionHelp expand the reach ofyour business andadvertisementsPassively generates leadsfor customer interactionSimple and easy to set upand use


A website is your chance toeither start the foundationfor your digital footprint orleave a bigger mark in thedigital world. Millions ofconsumers use the internetevery day so why notcapitalise on this potentialavenue for growth?

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WEBSITES IN 3SIMPLE STEPSThe following 3 steps arethe essential tasks to finishin order to get your websiteup and running

STEP 1: CHOOSE YOURWEBSITE BUILDERWith so many different options out therelike Bookmark, WordPress, Squarespace,etc, choose one that works well with yourneeds and your budget!

STEP 2: DESIGN YOURWEBSITEMost website builders will have a variety ofthemes and templates for you to choosefrom. All you need to do is simply pick oneand fill in the content!

STEP 3: GO LIVE!Once you have finishing editing yourwebsite pages, a push of a button willcement your website and begin your digitaljourney!

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RESOURCES AND GUIDES TO AID YOU INCREATING YOUR VERY OWN WEBSITE

Website builder comparisons, pros, and cons:https://www.wpbeginner.com/beginners-guide/how-to-choose-the-best-website-builder/

Things to keep in mind when designing your website:https://www.smashingmagazine.com/2008/01/10-principles-of-effective-web-design/

Tips for structuring your website:https://www.dreamhost.com/blog/5-rules-structuring-your-website/ Google My Business Website Builder Guide:https://morecustomersmoresales.com.au/featured/google-my-business-website-builder-complete-guide/

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SEARCH ENGINEOPTIMIZATION (SEO)

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SEOWHAT IS SEO?

SEO stands for Search EngineOptimization, which is thepractice of increasing thequantity and quality of trafficto your website throughorganic (non-paid) searchengine results. These searchresults are based on on-page(content) and off-page (links)factors


Good SEO means a betteruser experienceSEO builds trust &credibilityOrganic Search is mostoften the primary sourceof website trafficSEO impacts the buyingcycle


If you have a website, blog oronline store, SEO can helpyou get targeted free trafficfrom search enginesSEO is a way to improve yourwebsite so that it will appearcloser to the top positions inthe search results of Google,Yahoo, Bing or other searchenginesSEO can improve your localranking on Google MyBusiness

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SEO IN 5SIMPLE STEPSSEO isn't that complicated. It'squite simple - at least thebasics are.

STEP 1: LEARN WHAT YOURCUSTOMERS ARE ACTUALLYSEARCHING FOR

Find popular and engaging topics inyour fieldKeyword research is an essentialaspect of SEO

STEP 3: MAKE SURE YOURWEBSITE IS ACCESIBLE TOSEARCH ENGINGES

Make sure your website loads quicklyMake your website mobile-friendly

STEP 2: CREATE PAGESOPTIMIZED FOR SEARCH

On-Page Optimization is the next stepin your SEO strategy Create content that aligns with'search intent'

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SEO IN 5SIMPLE STEPSSEO isn't that complicated. It'squite simple - at least thebasics are.

STEP 4:BUILD QUALITYBACK LINKS FROM OTHERWEBSITES

Link building is critical for thesuccess of your SEO strategyBacklinks are a top 3 ranking factorin SEO

STEP 5: TRACKING YOURSEO SUCCESS

Measure your organic traffic withGoogle Analytics Track your keyword rankings withGoogle Search Console

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Install Google AnalyticsVerify your site in Google Search ConsoleImprove your website performance & speedSearch for target keywords that you wantyour business to rank for Write compelling content that serves youruser-intentOptimize your website with SEO-FriendlyURL'SInclude titles & meta descriptions in yourcontentBuild quality backlinks (meaning websitesthat link to your website) by creatingcontent people want to share

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ADDITIONAL SEO RESOURCESGoogle Search Engine Optimize Starter Guide https://support.google.com/webmasters/answer/7451184?hl=en How to do Keyword Researchhttps://ahrefs.com/blog/keyword-research/ SEO Competitor Analysis https://www.gotchseo.com/seo-competitor-analysis/ On-Page SEOthttps://backlinko.com/on-page-seo Off-Page SEOhttps://ahrefs.com/blog/off-page-seo Technical SEOhttps://webris.org/technical-seo-audit/

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Have specific questions?Reach out directly for one-on-one support. Facebook:https://www.facebook.com/DigitalMainStreet Instagram:https://www.instagram.com/digitalmainstreet/ Email: [email protected]

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businesses for small digital starter kit · 2020-03-22 · d i g i t a l m a i n s t r e e t . c a...

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