CIBC Business Toolkit – Grow and Manage Your Business Online

Part 1: Create Your Web Presence

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As you build and grow your business, you invest a lot of time and money into getting established, but what next? Are you hoping to further grow your business and reach more potential customers in your target market by building a web presence or expanding into new markets? Are you trying to maintain market share against some stiff online competition and / or increase your revenues? Whatever your goal, generating an online presence for your company will be critical to its success.

Getting your business online may seem overwhelming and confusing. Not knowing where to start is a common concern we hear from business owners who are struggling to get online. Use this guide to take advantage of online opportunities if you are a beginner looking to get online and want to reach your business goals.

The Online OpportunitySet your goalOnline marketing can do many things for your business. Choose one or two objectives to start. For example, do you want to get the word out about your new website, generate more foot traffic to your store or restaurant, or gather emails for a newsletter?

Identify your targetBe clear about the buyers you want to reach. What do they care about most? What are their problems? Have they purchased from you before? Are they currently buying from a competitor? Also consider their age, gender, hobbies, location and other specifics; these can all help you determine the best ways to reach them, as well as the messages that will work best.

Build Your Web Presence

Did you know?The good news for your business is that online marketing doesn’t have to be complicated, time-consuming or expensive. Consider that:

• Online outreach often costs less than offline efforts.

• Launching new campaigns can be lightning fast – meaning that potential customers will see your campaign quickly.

• Changes and updates can be made instantly, usually at minimal cost.

• Measurement tools quickly show what’s working and what’s not.

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Learn about current customersAsk your current customers where they go online now to get the insights that can help you focus your efforts.

Check out competitorsJust because a competitor is doing it doesn’t mean it works – but it might. Reviewing what your competition is doing can help you create your own unique approach to differentiate yourself.

Set a strategyTaking the time to think through your plan before you begin can dramatically improve your results. Choose one or two tactics that will work within your budget, make sense for your audience, and that you can commit the time to manage effectively. Many successful online marketers take a “test and refine” approach to get the greatest payback.

Track your resultsOnline marketing makes it easy to measure program performance. Take advantage of this by closely monitoring the response to your marketing programs. Increase your investment in the programs that work well and revise components of programs that aren’t working as well as you would like, to see how your program improves.

Get Informed

NarrowFocusImprove

Performance

SetStrategy

TrackResults

4 Create an Online Presence

Creating an online presence is the first step in getting your business online. Developing an online presence however doesn’t necessarily mean building a website. For many businesses, it may be as simple as getting yourself listed in online directories. Here are a few simple options to consider as you begin to move your business online:

• General business directories, such as Yellow Pages and Yelp can help your business get found. Another way to get started is to join Google My Business and connect directly with your customers, whether they’re looking for you on Search, Maps or Google+.

• Industry specific websites or organizations that list businesses and in some cases allow users to review products or services and another option. Understand where your clients go to find businesses and where people review their experience with a business like yours and then create a profile and encourage satisfied clients to give you a positive write-up.

• Social Media sites such as Google+, LinkedIn, Twitter, and Facebook help you be part of online communities and communicate with potential users, posting special offers and notices to your client base.

To actually create your own web page, your next step will depend on your technical level of expertise. If you think Java is a cup of coffee, then it might be best to hire a website developer to assist you. If you are technical, there are many sites on the Internet and books that can walk you through creating your own website step-by-step or you can hire an website developer. For ideas on content for your website, visit some of your favorite e-Stores for ideas.

Your website should include: • Description of goods /

services offered • Product / Service

catalogue • Contact information • Information about you,

or your company’s history

Also useful to have: • Client login box • Search box • Add to wish-list function • Latest news and special

offers • Social media links • Store finder • Item reviews / ratings

section • Video / how-to guides

If you’re planning on sell-ing online, your website should also include: • Shopping Cart function • Payment method • Return / refund policy • Delivery policy • Customer service contact • Transaction currency • Data privacy policy

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Some steps to consider when setting up a website include: a. Choose and register a domain name (e.g. mybusiness.com). A domain name identifies

the address (URL) of your website on the internet. Domain extensions in Canada are usually .com, .ca, .net and .org.

b. Find a web hosting service provider. A web hosting service provider offers space on their servers and connects your site to the internet.

c. Plan and build your website. Decide on your website content and navigation. A website developer will be able to customize the look and feel of your web pages to your design. You can also check pre-built web templates (themes) to include on your site.

d. Promote and maintain your website. Stay top of mind by keeping your website fresh and attractive to encourage repeat visits and posting latest content about your business.

6 Appendix: Key Terms

Online marketing terminology can seem like a new language. Let us translate for you.

• Domain Name: A domain name identifies the address (URL) of your website on the internet.

• Domain Registration: It refers to the process of registering a domain name, which identifies one or more IP addresses with a name that is used in URLs to identify particular web pages.

• eCommerce Gateway: Application service provider that enables online merchants to accept payments over the internet.

• Google AdWords: Google’s advertising program based on cost-per-click pricing. • Landing Page: A web page where visitors are taken after they click on an ad or a search

result. This may be a website home page or a unique page developed specifically for a marketing campaign.

• Search Engine Optimization (SEO): The process of getting traffic from the “free” or “organic” search results on search engines. In general, the higher ranked and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.

• Web Hosting: A web hosting service provider offers space on their servers and connects your site to the internet.