Ideation & Design: how to build a strong digital business

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Edwin Tyler
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1 Marketing Arena Ideation & Design: how to build a strong digital business Giorgio Soffiato 1

2 Digital Ecosystem In this presentation our target is to focus on the digital business model and the basic steps to design a website, we ll discuss: Digital Business Models Website design Keyword strategy We want you to focus on the business assets and their performance 2

3 Case study :-) 3

4 CAMPANI GROUP Novembre 2016 Esserci - Sito web Social Media benchmark (Fanpage Karma) 4

5 CAMPANI GROUP Novembre 2016 Esserci - Sito web Social pages flow 5

6 CAMPANI GROUP Novembre 2016 Esserci - Sito web Website performance (gtmetrix) 6

7 CAMPANI GROUP Novembre 2016 Esserci - Sito web Search Engine Result Page Anatomy 7

8 CAMPANI GROUP Novembre 2016 Esserci - Sito web Picture Analysis 8

9 CAMPANI GROUP Novembre 2016 Esserci - Sito web Conversion Flow Analysis 9

10 CAMPANI GROUP Novembre 2016 Esserci - Sito web Search Engine bugs 10

11 CAMPANI GROUP Novembre 2016 Esserci - Sito web 8 cose da fare domattina Ottimizzare il sito lato SEO Ottimizzare il sito lato Conversioni Impostare la Social Strategy Puntare sui video Installare Hotjar Attivare una strategia basata sulle newsletter Ottimizzare il PPC Misurare le conversioni e non solo i lead (BDC?) Checklist / what to do 11

12 CAMPANI GROUP Novembre 2016 landing che convertono Best practice 12

13 CAMPANI GROUP Novembre 2016 servizi Ideas 13

14 CAMPANI GROUP Novembre 2016 servizi Ideas 14

15 Back to Digital Touchpoints 15

16 Digital Ecosystem 16

17 Micromoments 17

18 Touchpoints 18

19 Touchpoints 19

20 Touchpoints - Brand The life of a Bolt

21 Touchpoints 21

22 Touchpoints - Lead Strong targeting Call to action Persuasive copywriting 22

23 Touchpoints - Lead Take a look at the promo or buy the course 23

24 Digital Business Models 24

25 Digital Business modeling 25

26 Digital Business Models The Subscription Model Disrupts through lock-in by taking a product or service that is traditionally purchased on an ad hoc basis, and locking-in repeat custom by charging a subscription fee for continued access to the product/service 26

money, and then charging to upgrade to the full offer.

27 Digital Business Models The Freemium Model Disrupts through digital sampling, where users pay for a basic service or product with their data or eyeballs, rather than money, and then charging to upgrade to the full offer. Works where marginal cost for extra units and distribution are lower than advertising revenue or the sale of personal data 27

28 Digital Business Models The Free Model Disrupts with an if-you re-not-paying-for-theproduct-you-are-the-product model that involves selling personal data or advertising eyeballs harvested by offering consumers a free product or service that captures their data/attention 28

that brings together buyers and sellers directly, in

29 Digital Business Models The Marketplace Model Disrupts with the provision of a digital marketplace that brings together buyers and sellers directly, in return for a transaction or placement fee or commission 29

30 Digital Business Models The Access-over-ownership Model Disrupts by providing temporary access to goods and services traditionally only available through purchase. Includes Sharing Economy disruptors, which takes a commission from people monetising their assets (home, car, capital) by lending them to borrowers 30

31 Digital Business Models The Hypermarket Model Disrupts by brand bombing using sheer market power and scale to crush competition, often by selling below cost price 31

32 Digital Business Models The Experience Model Disrupts by providing a superior experience, for which people are prepared to pay 32

33 Digital Business Models The Pyramid Model Disrupts by recruiting an army of resellers and affiliates who are often paid on a commissiononly model 33

34 Digital Business Models The On-Demand Model Disrupts by monetising time and selling instantaccess at a premium. Includes taking a commission from people with money but no time who pay for goods and services delivered or fulfilled by people with time but no money 34

35 Digital Business Models The Ecosystem Model Disrupts by selling an interlocking and interdependent suite of products and services that increase in value as more are purchased. Creates consumer dependency. 35

36 Reason why 36

37 Strategy Why are we using thing media? As an example: Social Media B2B Case Studies Help my salespeople (video) BIG COMPANY SME Customer care or storytelling Drive to store or couponing B2C 37

38 Website 38

39 Milestones First of all we tell to our customer how we are going to work and what are the milestones 39

40 Milestones First of all we tell to our customer how we are going to work and what are the milestones 40

41 Milestones First of all we tell to our customer how we are going to work and what are the milestones 41

42 Milestones First of all we tell to our customer how we are going to work and what are the milestones 42

43 Milestones First of all we tell to our customer how we are going to work and what are the milestones 43

44 Milestones Then we explain our idea, in this case the mobile first approach 44

45 Personas User Goal: what a user needs and how we can help him 45

46 Design We need to design custom landing pages 46

47 Design We need to design custom landing pages based on user needs 47

48 Design We need to design custom landing pages based on user needs starting from personas 48

49 Design In fact, your site s architecture - the way pages are linked together - should be a key part of your business planning. It s that important. 49

50 Design 50

51 Design Nel corso di questa presentazione vedremo insieme - Debrief ed obiettivi - Come sono presenti i competitor sui social - Overview sui contenuti - Idee e proposte per la gestione della fanpage - Focus ADV 51

52 Design 52

53 Design 53

54 Design 54

55 Wireframe A website wireframe, also known as a page schematic or screen blueprint, is a visual guide that represents the skeletal framework of a website. The wireframe usually lacks typographic style, color, or graphics, since the main focus lies in functionality, behavior, and priority of content. In other words, it focuses on what a screen does, not what it looks like. Wireframes can be pencil drawings or sketches on a whiteboard, or they can be produced by means of a broad array of free or commercial software applications. Wireframes are generally created by business analysts, user experience designers, developers, visual designers and other roles with expertise in interaction design, information architecture and user research. Wireframes focus on: The range of functions available The relative priorities of the information and functions The rules for displaying certain kinds of information The effect of different scenarios on the display 55

56 Wireframe 56

57 Wireframe Our target is to analyze the size of the future design 57

58 Design 58

59 Design 59

60 SEO & Keyword search 60

61 Keyword set For your website it is very important to write a keyword set: It will help you with the content management It is the core of a SEO strategy It will help you map competitor s activity We are not interested in positioning, we are interested in good traffic 61

62 Keyword set - Ubersuggest 62

63 Keyword set - Ubersuggest 63

64 Keyword set - Ubersuggest 64

65 Keyword set - Ubersuggest User Persona 65

66 Keyword set - Ubersuggest User Persona Needs 66

67 Keyword set - Ubersuggest User Persona Needs Keyword set 67

68 Keyword set - Ubersuggest User Persona Needs Keyword set 68 Content & Landing Page

69 Key takeaways for our project 69

70 Key Takeaways To do list: Define the best business model for your idea / brief Try to imagine and design the path to purchase and the call to action / conversion touchpoints Map the keyword set 70

71 Thank s 71

SEO Get Google 1 st Page Rankings

SEO Get Google 1 st Page Rankings 1. SEO can decrease your cost per acquisition Another benefit of SEO is that it is free. It is far less expensive than advertising to acquire customers. The only costs in SEO are the costs to hire the