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Would you wire your own house? Don’t build your own website!

People often ask ‘Why should I pay to get a website developed when I can do it myself?’. Our response is usually something along the lines of ‘You know what, that’s true. I guess it’s sort of like being able wire your own house, instead of using an electrician.’

The reality is that just because you can do something yourself, or do something real cheap, doesn’t mean that you should! This is so true about creating a website for your business. Why would you spend the many many hours and go through the inevitable frustrations to save on something that in today’s world is a vital tool for EVERY business?

To build a proper business website, the following steps (as a minimum) should be thought through:

  • What is the purpose of your website?
  • How do you wish to use it within your business?
  • What message do you want to convey to your visitors?
  • What branding requirements need to be taken into consideration?
  • Develop your site/link map
  • What will your site look like – design each page before you even get close to developing anything
  • Have you included conversion prompters?
  • What will your back end look like? What will you use? How much flexibility does this give you?
  • Create your website to match your site/links map and to look like your design – this is often a  frustrating and time intensive exercise
  • Where are you sourcing images from?
  • How are you going to make the images look professional if they need editing?
  • What tools will you build into your website to: generate efficiencies, help you make more money, better connect with customers?
  • Add the above tools into your website and integrate them with third party products if required
  • If you are creating an e-commerce site: What platform will you use? What payment gateways? How will you integrate these into your site? Have you got your inventory management and your shipping procedures in place and working to your requirements on the website?
  • What about content?? Where is this coming from? Is it well written and legible?
  • Once you have your site created, you need to review, test, change, review, test, change and review once again!
  • Is your site responsive? Have you taken into account SEO requirements?

So as you can see, whilst it is possible for anyone to create a website, if you want it done properly a trained professional with the right team in place (developers, designers and business specialists) will not only be able to get the job done much better than you could, but they can also give you important tips, advice and strategies that will in the end result in a better product and a more professional online image and a structurally sound, secure site.

How to use Linkedin for business

LinkedIn is a professional network that has over 100 million members.  Since it is a professional network, it makes sense to make it part of your social media plan.  Here’s how you get started:

Personal Account

The first thing you need to do is create a personal account on LinkedIn.  To make a company account, you have to also have a personal one.  To begin, just go to www.linkedIn.com and enter the basic information.  When you complete it, just click “Create My Profile.”

LinkedIn Profile

Before you complete your profile, a confirmation email will be sent to your email account.  It will have a link in it – you need to confirm your account by clicking this. It will take you to the sign-in page where you enter your email and password.

Linked in offers two services—a basic “free” one and a premium “paid” one.  After you choose the type you want, you’ll be ready to click “Profile” and begin to edit your profile.

Create both your personal and company profiles.  For your LinkedIn profiles it is recommended that you add a lot of information.  All the information you enter is searchable, so the more you have, the better it is for your business, and the easier it is to be found.

When you’re finished preparing them, you can link your personal profile to your company profile. Make sure to add a detailed description of your business!

Company website

You’ll see a field for your company’s site and the type of industry. When you put your site, use the format:  http://mywebsite.com. This will automatically become a hyperlink to your company from your personal profile.  All the members of your staff can use this hyperlink to link back to your company.  It’s a great way to be seen.

Your industry field is searchable, so think before you choose.  It will be a very good way to find potential clients and for them to interact with you.

Get involved

LinkedIn is the same as any social media site.  If you want to be seen, you have to get involved.  Make connections and contacts to start building your network.  The exposure will help lead you to a bigger audience.

After you get set up on LinkedIn, there are several features that it has that can be useful to help build your business.

Here are a few:

    1. LinkedIn Search—Search for others in your industry and/or for potential customers.  The more you connect the bigger audience you will have.
    2. Ads—You can look at several of the ads for businesses in your industry.  This will let you see how they use LinkedIn Ads for paid advertising.
    3. Import your email contacts—On LinkedIn you can import your email contacts from other email applications. This way you can begin to add LinkedIn connections to your existing email accounts.
    4. Post Updates—Like Facebook and Twitter, LinkedIn ha a status update field.  You can begin a conversation or post a link to an article you’ve written.
    5. LinkedIn Groups—Like Google+ circles, LinkedIn has groups.  They are members who share a common interest in a specific topic. They help you build a community, so this is great for your brand.
    6. Reply to Updates–You can see all updates posted to LinkedIn. Begin conversations yourself or reply to someone else’s update. If you choose, you can elect to only see message from your connections or even set your own criteria.
    7. Banners—You can add up to three custom banners to your company page for free.   You can use them to:
  • Take customer testimonials, highlight them, and link them to your page.
  • Link to and promote an upcoming event or webinar.
  • Improve your target market by highlighting and linking to your blog posts.
  • Promote a video you’ve posted about your business.
  • Let others know of the various social channels so they can reach you there.
    1. Post company updates each day—Post updates during the time of day you get the most traffic. For most, it’s in the morning.  You can try different times to see what works best with your audience.
    2. Send messages to your target market—Linked in has a Sponsored Inmail feature that works like email.   You don’t need them on your email list.  It just works from your LinkedIn. This isn’t a free service, but it can be worth it.

Online Business Models – The Basics

In this article, we will outline some of the different online business models that exist so that if you are considering setting up an online business, you have some understanding of how you could structure that business.

  1. Direct sales – physical goods: In general, direct sales (particularly of physical products) is usually what people think of when they think of ‘selling’ online. Direct sale of physical products is where you sell a physical widget to customer A via your e-commerce store, and you deliver those goods to the customer’s chosen location. It is important to understand that the online version of the direct sales business model is different to that of an offline physical shop-based business model, and you will need to make adjustments to your procedures in light of the differences should you wish to move online with your physical store. Some of the variations within this online business model include:
    1. You pack and ship – this is self explanatory. You manage the entire process, from inventory management to packing and handling. This is the model I initially used for my online bookshop, and unless you have good processes in place the chance of making an error is very high!
    2. Drop shipping – This is where you sell a product which you physically do not see or stock yourself, with the order being processed by a third party. In this model you don’t see any products, and if you get it right it can be quite lucrative given the effort involved. Expect your margins to be low however, and if your third party supplier stuffs up then you will be the one blamed by the customer. Drop shipping is sometimes combined with white labelling in order to hide the third party involvement from your customer, making it all seamless in the front end
  2. Direct sales – virtual goods: This is a direct sales model where you sell ‘virtual’ goods to your customers on an item by item basis. The virtual goods can be anything from ebooks, to audio files, videos and anything else digital. The beauty of this model is that once you create your virtual products, you can flick the switch and in very general terms ‘make money while you sleep’.
    1. You produce – This involves you producing the goods for download/distribution, or where you provide the services being offered.
    2. White labelled – This is where you use material produced by someone else, but the customer only sees your branding and does not see the third party in the process, nor do they know that you didn’t actually produce the product.
  3. Direct sales – services: Yes, even services can be sold online in single transactions. For example, an accountant could sell personal end of financial year tax returns, with full payment made online in advance of the service being completed. The customer then simply sends the firm all the relevant required information for completion. Why do this? The firm gets immediate payment upfront, no chasing required, no managing accounts etc. There are many many combinations for service based businesses to take advantage of online sales.
    1. You deliver – This is where you sell the service and complete the service in-house.
    2. White labelled – This is where you sell the service, but the order goes to a third party for completion, all under your branding without the customer knowing otherwise.
  4. Subscription – works for both physical and virtual goods and services: I personally love this model and have several subscription based projects of my own in the pipeline. In the subscription model you sell services/products (physical and/or digital) via your website, taking payment electronically, and delivering according to subscription levels and schedules. This model, if well setup, can be very lucrative, especially if you have minimum subscription periods that your customers must adhere to. In addition, adding a subscription model to an existing direct sales model can help smooth out the frequently seen monthly revenue up and downs, making it easier to manage your cashflow and forecast ahead.
  5. Online marketplaces – this model is often used by start ups, those wishing to quickly move stock and those who wish to create and run an online membership based market business.
    1. Existing – example EBay; Gumtree: This business model is built around the use of existing platforms like EBay to sell. I am personally not a fan of this model as it is not the easiest to get right, given the incredibly high competition and the strong focus from the customers on securing the best for the cheapest. Having said this, I have used this model with great success and built a start up from scratch using Ebay for the start, with a transition away from EBay to a direct sales business model once I hit certain internal targets.
    2. In-house – you develop your own market place: This is for anyone wanting to create their own version of ‘EBay’. This is a very rarely used model that is costly and difficult to execute, so if you have this on your mind I strongly recommend you get in touch with me for a chat.
  6. Combos – This is where you deploy more than one business model to run at the same time, or, you transition from one model to another based on various internal criteria, and business or market needs/factors. An example could be to develop a primarily subscription based business, but at the same time offering some items for direct sale as well.

One of the beauties of the digital (online) world is that the possibilities are broad in terms of how you setup your online business. In addition, a digital model is far more flexible than the traditional bricks and mortar version, allowing you to evolve quicker, cheaper and more effectively than your offline counterparts.

If you have an idea for an online business, or have an existing business and want to know more about transitioning online (or at least including an online presence in your existing offline model), then get in touch and let us help you grow and evolve!