1. Building an
Online Presence
PRESENTED BY

2. Our mission at Knack Digital is to be a leader
within the digital and web industry, with a
concerted focus on ethics.

3. SO NICE TO MEETyou.
Tell me about yourselves.

4. 01
02
03
04
05
06
Planning your website
Can I do it myself?
What is the Process?
What tools Can I Use?
Creating a Social media strategy
Measuring Success

5. YOUR
website

6. P L A N N I N G
S T E P 1

7. HAVE CLEAR GOALS
SEO
Lead Generation
Is the website expected to capture leads?
(the name, phone, email of visitors interested)
Contact Information
Is your client visiting your site to find out how to
contact you for your services?
E-Commerce
Is the website expected to facilitate and entire
shopping experience?
Accessibility
Audience
Is it expected to present information in an intuitive
manner to a large audience regardless of their
cognitive abilities?
Is it expected to be found easily in search engines?
When visitors search for what words?
Should my website be accessible to those who have
disabilities?

8. T I M E L I N E
2
1
R E S O U R C E S
3
B U D G E T

9. HOSTING
Where is my website
going to live?
DOMAIN NAME
How to select the right
domain for your
business?

10. S I T E M A P
Y o u r W e b s i t e ’ s
S t r u c t u r e

11. W I R E F R A M E
S k e t c h o u t p a g e s t o
d e t e r m i n e w h e r e c o n t e n t
w i l l b e p l a c e d .

12. D I Y
O R
D E V E L O P E R ?
S T E P 2

13. PROS
•Cost Effective
•Do it at your own pace
•Many platforms that make is
easy for you
DO IT YOURSELF
CONS
•Building a good-quality DIY site
takes much more time
•You have to do a lot of research
•You risk hurting your brand if
your site doesn’t look
professional or isn’t easy to use
•A DIY site won’t work if you have
many products or complex
requirements

14. PROS
•Looks great, customized to your
needs and is easy to use
•Optimized for Search Engines
•Less time and effort
•Accessibility
HIRE A PROFESSIONAL
CONS
•Cost
•Developers vary in skills
•You risk hurting your brand if
your site doesn’t look
professional or isn’t easy to use
•A professionally designed site
may look nice, but that doesn’t
necessarily mean it’s easy for
visitors to navigate, optimized or
aligned with your brand.

15. S T E P 3
D E S I G N

16. Make it Mobile-Friendly
Make sure the website is designed with
mobile devices in mind. Mobile first design
helps improve SEO, helps reduce
unnecessary clutter and ensures your
content can be consumed by the 50% + of
visitors using their phones to surf.
Create Consistency
It’s best to design a website
that is consistent with your
brand and marketing
materials so to not confuse
your visitors.
Keep it Simple
Remember visitors are
expecting to find what they are
looking for, easily and quickly.
Design an intuitive navigation.
Use Professional
Photography
Use clear, high quality
images that tell a story.
Less is More
Written messages encourage
viewers to interact with your
page or account. When writing,
consider the following:
• Be catchy
• Don’t push sales
• Target your audience
Choose a Professional Font
Do not use Comic Sans, or
Papyrus or fonts that are
difficult to read.

17. D E V E L O P M E N T
S T E P 4

18. STATIC
•Loads Quickly
•All updates need to be done by
developers
•Cost Effective
STATIC OR CMS?
CMS
•Uses a platform to provide you
with a backend to edit and upload
content
•More costly to develop and setup
•Generally much heavier code
which takes longer to load

19. What CMS do I use?
Wordpress Joomla Drupal Statamic
Kirby Craft CMS Wix Squarespace

20. e-Commerce
Shopify BigCommerce WooCommerce Magento
• Add a checkout button to your existing website
• Accept credit, Visa debit, PayPal
• Flat rate fees - 2.9% + $0.30 per domestic transaction (monthly plan available)
• Some online shoppers do not trust this method of payment

21. Responsive
W E B S I T E S T H A T W O R K O N M U L T I P L E S C R E E N S I Z E S

22. Accessibility
Who must comply
• a private or non-profit organization with 50+ employees; or
• a public sector organization
Compliance deadline
• Beginning January 1, 2014: new public websites, significantly refreshed
websites and any web content posted after January 1, 2012 must
meet Web Content Accessibility Guidelines (WCAG) 2.0 Level A
• Beginning January 1, 2021: all public websites and web content posted
after January 1, 2012 must meet WCAG 2.0 Level AA other than criteria

23. Accessibility
• Plain language: Content should be written with short, simple sentences that are easy to understand. Avoid jargon and
legalese, and use active verbs.
• Layouts: Use responsive design to ensure pages automatically resize for tablets and mobile devices.
• Images: Add concise “alternative text” (aka, alt tags or alt text) descriptions that can be read by screen readers and other
assistive technology used by visually impaired website visitors.
• Headings: Every page should have a primary (H1) heading, telling users what the page is about and allowing them to
navigate each page quickly.
• Contrast and color: Create links that stand out from surrounding text; test text and background color combinations for
users with color blindness.
• Multimedia: Provide captions or transcripts for audio/visual content for users with hearing impairments; make sure video
and audio files do not auto-play.
• Navigation: Sites should have a skip navigation feature

24. Testing
T E S T A C R O S S B R O W S E R S A N D P L A T F O R M S

25. Launch
• Test and soft-launch
• Submit your website to search engines
(primarily Google and Bing)
• Create links with your existing web properties
(Facebook Page, LinkedIn, etc.. )
• Create/claim your Google MyBusiness listing

26. Maintenance
Develop a plan to:
• maintain the website,
• Who will fix it when/if it breaks
• Who will update the content
• What prompted you to develop a website in the
first place? Think about the next event—when you will
want to improve your existing website.

27. What is Search Engine
Optimization (SEO)?
SEO is a marketing discipline focused on growing visibility in organic
(non-paid) search engine results. SEO encompasses both the
technical and creative elements required to improve rankings, drive
traffic, and increase awareness in search engines.

28. HOW TO BE SEARCH ENGINE FRIENDLY
Search engines typically assume that the more popular a site, page, or document, the
more valuable the information it contains must be.
Popularity and relevance aren’t determined manually. Instead, the engines employ
algorithms to sort relevance, and then to rank it in order of quality (popularity).
These algorithms often comprise hundreds of variables, referred to as “ranking
factors.”

29. Indexable
Content
Keyword
Usage
Title Tags URL
Structure
Provide Alt tags for images
Transcripts for video & audio content
Clear Navigation & Crawlable links
Search engines measure how
keywords are used
Use keywords in titles, text, and
metadata.
Places important keywords and
branding in the front
URL’s benefit from proper, descriptive
use of keywords
RANKING FACTORS

30. Quality
Content
Usability &
User Experience
Mobile
Responsive
Structured
Data
Crafting fulfilling, thorough content that
addresses searchers' needs improves
your chance to earn top rankings.
They provide an indirect benefits,
which engines can then interpret as a
signal of higher quality. Measured by
sharing, bookmarking, return visits,
and inbound links
Responsive websites are awarded
higher rankings
Schema.org provides some examples
of data that can benefit from structured
markup, including people, products,
reviews, businesses, recipes, and
events.
RANKING FACTORS

31. Analytics
• Analytics help market businesses on or offline
• See who is interested in your business
• Save time and money by marketing efficiently
• Measure your ROI
• Access via Google My Business
• www.google.com/business

32. WHAT DOES ANALYTICS DO?
CONVERSIONS
• Downloads
• Page Views
WEBSITE TRAFFIC
• Where are visitors coming
from
• How are they navigating
through your site
E-COMMERCE
• Volume of Transactions
• Success of Transactions (%
Complete and % Dropped out
of Sales Funnel)

33. SOCIAL MEDIA
strategy

34. C R E A T E
O B J E C T I V E S
& G O A L S
S T E P 1

35. S.M.A.R.T. Goals
Example:
“For Instagram we will share photos that
communicate our company culture. We will
do this by posting three photos a week. The
target for each is at least 30 likes and five
comments.”

36. S T E P 2
C O N D U C T A
S O C I A L M E D I A
A U D I T

37. Which platform is right
for your business?
CANADIAN SOCIAL MEDIA STATS (Updated 2018)https://www.sherpamarketing.ca/canadian-social-media-stats-updated-2018-471
2018 REPORT: CANADIAN SOCIAL MEDIA USE STATISTICS
https://canadiansinternet.com/2018-report-canadian-social-media-use-statistics/
SOCIAL NETWORKING IN CANADA - STATISTICS & FACTS
https://www.statista.com/topics/2729/social-networking-in-canada

38. Social Media Platforms

39. Mission
STATEMENT
Example:
“We will use Snapchat to share the lighter side
of our company and connect with
younger prospective customers.”

40. C R E A T E O R
I M P R O V E Y O U R
S O C I A L M E D I A
A C C O U N T S
S T E P 3

41. O P T I M I Z E
Y O U R S O C I A L
M E D I A• Cross-promote social
media accounts
• Fill out Social Media
profiles completely
• Optimize images for
each platform

42. S T E P 4
G A T H E R
S O C I A L M E D I A
M A R K E T I N G
I N S P I R A T I O N

43. # b e i n s p i r e
d
For inspiration, look to what others in
your industry are sharing
and use social media listening to
see how you can
distinguish yourself from competitors.

44. B r a n d
T o n e
Create brand consistency by
using preset filters and
defining a language tone that
represents your business.

45. A u t h e n t i c i t y
Avoid overly staged
images and highly curated
content.

46. 2 0 1 9
T r e n d s
“With organic social media for brands slowly trending towards
zero across all social media platforms, businesses in 2019
will have to focus on two things to be able to continue to be
seen in the newsfeed of their fans and target audience:
1. Engage and build relationships with influencers and invest
in a comprehensive and long-term influencer relations
program, and
2. Invest exponentially more in newer content mediums such
as Stories and live streaming, as well as more traditional
visual content mediums such as photo and video.”
Neal Schaffer

47. C R E A T E C O N T E N T
M A R K E T I N G P L A N
& S O C I A L M E D I A
C A L E N D A R
S T E P 5

48. YOUR CONTENT MARKETING PLAN SHOULD
ANSWER THE FOLLOWING QUESTIONS:
• What types of content do you intend to post and promote on social
media?
• Who is your target audience for each type of content?
• How often will you post content?
• How will you promote the content?
• Who will create the content?
CONTENT MARKETING PLAN

49. S O C I A L M E D I A
C A L E N D A R

50. S T E P 6
T E S T ,
E V A L U A T E &
A D J U S T Y O U R
M A R K E T I N G
P L A N

51. T r a c k Y o u r
D a t a
Social media analytics can also provide a ton of valuable
information about who your followers are, where they live,
which languages they speak, and how they interact with
your brand on social.
These insights allow you to refine your strategy and better
target your social ads.

52. Q u e s t i o n s ?

53. Follow Us
@knack4that
@knackdigital
/knackdigital
yak@knack.digital

54. S o u r c e s
https://moz.com/beginners-guide-to-seo
https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/
https://www.move-it-marketing.co.uk/how-businesses-need-to-optimise-for-mobile/