ben_online_export-business_plan
TRANSCRIPT
1
Online Export Business Plan
This workbook will follow our unique 8-step methodology that has helped businesses turn their export ambitions into a reality
Step 1 | Your Business Information
Step 2 | Your Brand
Step 3 | Your Target Audience Segments
Step 4 | Your Business Objectives
Step 5 | Your Stories Content amp Conversations
Step 6 | Your Technology
Step 7 | Your Metrics Evaluation amp Optimisation
Step 8 | Your Go-To-Market Plan
After using this workbook you will know how to bull Transform your ambition of online export into reality with our 8-step plan
bull Activate sales and marketing tactics to engage with each type of customer
bull Measure and evaluate the effectiveness of each tactic bull Set roles responsibilities and objectives for each member of your team bull Find the right people and tell them the right stories for business success
2
AGENDATHE
TAKEAWAYSKEY
Actionable Insight is a boutique digital consultancy that works with businesses who want to be more successful online both in the UK and in export markets
Roger Jones is a Digital Business Strategist and founder of Actionable Insight Roger understands that developing an effective digital strategy is a combination of asking intelligent questions paying careful attention to the answers and harnessing the power of data to create new angles of thinking He then works closely with the key people in the business to create the ldquoGo-To-Market Planrdquo
Since launching Actionable Insight in 2010 Roger has worked with over 60 ambitious and successful businesses in a wide range of sectors These include business-to-consumer amp business-to-business in the UK amp International markets Sectors range from fashion retail and leisure to IT education and communications
Roger has shared his expertise experience and thought leadership in talks and workshops with UK Trade amp Investment Chartered Institute of Marketing British Chamber of Commerce Academy of Chief Executives the Direct Marketing Association and others
UK Trade amp Investment E Expert Certified Google Partner
3
ACTIONABLE INSIGHTABOUT And Roger Jones
Please answer the following questionsPersonal bull What is your job role your main responsibility and your personal
objective bull How is your success measured
Market bull Have you qualified the International market the opportunity and
your competitors bull Are there any trends or market information available to analyse bull Are there any barriers to entry bull Is demand driven by websites or e-marketplaces bull Are there any seasonal trends external trends or other forces
influencing the market bull Are there any capacity constraints
Business bull What are your key criteria for success bull Do you have an up-to-date business plan bull Does it drill down to a sales and marketing plan segmented by
city or region bull Are you aware of financial forecasts What are they bull Do you know the margins of your products or services
4
(based on Forrester Groundswell and Empower methodologies)BUSINESS INFORMATIONSTEP 1
Understand your business information to define your key criteria for online export success
bull What information do you report each day each week and each month
bull Have you assessed and mapped your team and their skill sets
Transformation bull How does your organisation engage change bull When was the last major shift or change bull Are there any reasons not to export online bull Do you know your online competitors bull How well do you know them bull Do you benchmark against them Internationalisation bull Are you properly set up to supply goods or services and receive
payment bull Do you need multiple payment methods for each country bull Have you properly calculated fully landed costs
5
rdquohellipOffers a sense of how
economic power will move as urban expansion takes
place ldquoDownload the McKinsey Urban World Application It offers a sense of how economic power will move as this urban expansion takes place
6
Digital Tools Google Trends Google Market Finder Google Shopping Insights Santander Trade Account Online Marketplaces Hide My Ass Global Market Research Comscore McKinsey amp Company Global Cities of the future
Deliverables After this step you should have the ability to qualify and quantify key criteria for online export success
7
Write your notes here
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
This workbook will follow our unique 8-step methodology that has helped businesses turn their export ambitions into a reality
Step 1 | Your Business Information
Step 2 | Your Brand
Step 3 | Your Target Audience Segments
Step 4 | Your Business Objectives
Step 5 | Your Stories Content amp Conversations
Step 6 | Your Technology
Step 7 | Your Metrics Evaluation amp Optimisation
Step 8 | Your Go-To-Market Plan
After using this workbook you will know how to bull Transform your ambition of online export into reality with our 8-step plan
bull Activate sales and marketing tactics to engage with each type of customer
bull Measure and evaluate the effectiveness of each tactic bull Set roles responsibilities and objectives for each member of your team bull Find the right people and tell them the right stories for business success
2
AGENDATHE
TAKEAWAYSKEY
Actionable Insight is a boutique digital consultancy that works with businesses who want to be more successful online both in the UK and in export markets
Roger Jones is a Digital Business Strategist and founder of Actionable Insight Roger understands that developing an effective digital strategy is a combination of asking intelligent questions paying careful attention to the answers and harnessing the power of data to create new angles of thinking He then works closely with the key people in the business to create the ldquoGo-To-Market Planrdquo
Since launching Actionable Insight in 2010 Roger has worked with over 60 ambitious and successful businesses in a wide range of sectors These include business-to-consumer amp business-to-business in the UK amp International markets Sectors range from fashion retail and leisure to IT education and communications
Roger has shared his expertise experience and thought leadership in talks and workshops with UK Trade amp Investment Chartered Institute of Marketing British Chamber of Commerce Academy of Chief Executives the Direct Marketing Association and others
UK Trade amp Investment E Expert Certified Google Partner
3
ACTIONABLE INSIGHTABOUT And Roger Jones
Please answer the following questionsPersonal bull What is your job role your main responsibility and your personal
objective bull How is your success measured
Market bull Have you qualified the International market the opportunity and
your competitors bull Are there any trends or market information available to analyse bull Are there any barriers to entry bull Is demand driven by websites or e-marketplaces bull Are there any seasonal trends external trends or other forces
influencing the market bull Are there any capacity constraints
Business bull What are your key criteria for success bull Do you have an up-to-date business plan bull Does it drill down to a sales and marketing plan segmented by
city or region bull Are you aware of financial forecasts What are they bull Do you know the margins of your products or services
4
(based on Forrester Groundswell and Empower methodologies)BUSINESS INFORMATIONSTEP 1
Understand your business information to define your key criteria for online export success
bull What information do you report each day each week and each month
bull Have you assessed and mapped your team and their skill sets
Transformation bull How does your organisation engage change bull When was the last major shift or change bull Are there any reasons not to export online bull Do you know your online competitors bull How well do you know them bull Do you benchmark against them Internationalisation bull Are you properly set up to supply goods or services and receive
payment bull Do you need multiple payment methods for each country bull Have you properly calculated fully landed costs
5
rdquohellipOffers a sense of how
economic power will move as urban expansion takes
place ldquoDownload the McKinsey Urban World Application It offers a sense of how economic power will move as this urban expansion takes place
6
Digital Tools Google Trends Google Market Finder Google Shopping Insights Santander Trade Account Online Marketplaces Hide My Ass Global Market Research Comscore McKinsey amp Company Global Cities of the future
Deliverables After this step you should have the ability to qualify and quantify key criteria for online export success
7
Write your notes here
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Actionable Insight is a boutique digital consultancy that works with businesses who want to be more successful online both in the UK and in export markets
Roger Jones is a Digital Business Strategist and founder of Actionable Insight Roger understands that developing an effective digital strategy is a combination of asking intelligent questions paying careful attention to the answers and harnessing the power of data to create new angles of thinking He then works closely with the key people in the business to create the ldquoGo-To-Market Planrdquo
Since launching Actionable Insight in 2010 Roger has worked with over 60 ambitious and successful businesses in a wide range of sectors These include business-to-consumer amp business-to-business in the UK amp International markets Sectors range from fashion retail and leisure to IT education and communications
Roger has shared his expertise experience and thought leadership in talks and workshops with UK Trade amp Investment Chartered Institute of Marketing British Chamber of Commerce Academy of Chief Executives the Direct Marketing Association and others
UK Trade amp Investment E Expert Certified Google Partner
3
ACTIONABLE INSIGHTABOUT And Roger Jones
Please answer the following questionsPersonal bull What is your job role your main responsibility and your personal
objective bull How is your success measured
Market bull Have you qualified the International market the opportunity and
your competitors bull Are there any trends or market information available to analyse bull Are there any barriers to entry bull Is demand driven by websites or e-marketplaces bull Are there any seasonal trends external trends or other forces
influencing the market bull Are there any capacity constraints
Business bull What are your key criteria for success bull Do you have an up-to-date business plan bull Does it drill down to a sales and marketing plan segmented by
city or region bull Are you aware of financial forecasts What are they bull Do you know the margins of your products or services
4
(based on Forrester Groundswell and Empower methodologies)BUSINESS INFORMATIONSTEP 1
Understand your business information to define your key criteria for online export success
bull What information do you report each day each week and each month
bull Have you assessed and mapped your team and their skill sets
Transformation bull How does your organisation engage change bull When was the last major shift or change bull Are there any reasons not to export online bull Do you know your online competitors bull How well do you know them bull Do you benchmark against them Internationalisation bull Are you properly set up to supply goods or services and receive
payment bull Do you need multiple payment methods for each country bull Have you properly calculated fully landed costs
5
rdquohellipOffers a sense of how
economic power will move as urban expansion takes
place ldquoDownload the McKinsey Urban World Application It offers a sense of how economic power will move as this urban expansion takes place
6
Digital Tools Google Trends Google Market Finder Google Shopping Insights Santander Trade Account Online Marketplaces Hide My Ass Global Market Research Comscore McKinsey amp Company Global Cities of the future
Deliverables After this step you should have the ability to qualify and quantify key criteria for online export success
7
Write your notes here
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questionsPersonal bull What is your job role your main responsibility and your personal
objective bull How is your success measured
Market bull Have you qualified the International market the opportunity and
your competitors bull Are there any trends or market information available to analyse bull Are there any barriers to entry bull Is demand driven by websites or e-marketplaces bull Are there any seasonal trends external trends or other forces
influencing the market bull Are there any capacity constraints
Business bull What are your key criteria for success bull Do you have an up-to-date business plan bull Does it drill down to a sales and marketing plan segmented by
city or region bull Are you aware of financial forecasts What are they bull Do you know the margins of your products or services
4
(based on Forrester Groundswell and Empower methodologies)BUSINESS INFORMATIONSTEP 1
Understand your business information to define your key criteria for online export success
bull What information do you report each day each week and each month
bull Have you assessed and mapped your team and their skill sets
Transformation bull How does your organisation engage change bull When was the last major shift or change bull Are there any reasons not to export online bull Do you know your online competitors bull How well do you know them bull Do you benchmark against them Internationalisation bull Are you properly set up to supply goods or services and receive
payment bull Do you need multiple payment methods for each country bull Have you properly calculated fully landed costs
5
rdquohellipOffers a sense of how
economic power will move as urban expansion takes
place ldquoDownload the McKinsey Urban World Application It offers a sense of how economic power will move as this urban expansion takes place
6
Digital Tools Google Trends Google Market Finder Google Shopping Insights Santander Trade Account Online Marketplaces Hide My Ass Global Market Research Comscore McKinsey amp Company Global Cities of the future
Deliverables After this step you should have the ability to qualify and quantify key criteria for online export success
7
Write your notes here
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
bull What information do you report each day each week and each month
bull Have you assessed and mapped your team and their skill sets
Transformation bull How does your organisation engage change bull When was the last major shift or change bull Are there any reasons not to export online bull Do you know your online competitors bull How well do you know them bull Do you benchmark against them Internationalisation bull Are you properly set up to supply goods or services and receive
payment bull Do you need multiple payment methods for each country bull Have you properly calculated fully landed costs
5
rdquohellipOffers a sense of how
economic power will move as urban expansion takes
place ldquoDownload the McKinsey Urban World Application It offers a sense of how economic power will move as this urban expansion takes place
6
Digital Tools Google Trends Google Market Finder Google Shopping Insights Santander Trade Account Online Marketplaces Hide My Ass Global Market Research Comscore McKinsey amp Company Global Cities of the future
Deliverables After this step you should have the ability to qualify and quantify key criteria for online export success
7
Write your notes here
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
6
Digital Tools Google Trends Google Market Finder Google Shopping Insights Santander Trade Account Online Marketplaces Hide My Ass Global Market Research Comscore McKinsey amp Company Global Cities of the future
Deliverables After this step you should have the ability to qualify and quantify key criteria for online export success
7
Write your notes here
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
7
Write your notes here
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questions
Brand
bull What is your brand position and value proposition bull What are your gives and gets bull What is your brand story bull Is your brand story consistent across all online platforms bull How does your brand story translate for online export bull What is your No1 statement of fact or endorsement bull What are your points of difference over your competitors bull Do you need to complete a social media land grab bull Do you benchmark yourself against your competitors
Internationalisation Meaning of colours by country and culture WIPO
8
Develop a clear articulation of your brand position and value proposition online
YOUR BRANDSTEP 2
17 Seconds Did you know you only have 17 seconds for your brand to make the right impression
Digital Tools How Sociable Intellectual Property Office amp WIPO SEMRush Brandwatch Google Alerts Nuvi
Deliverables After this step you should have a clear understanding and articulation of your brand brand position and value proposition online
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
9
Write your notes here
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questions
Existing customers bull How well do you know your customers bull What data do you capture on the customer journey bull How do you currently segment your data bull What data is available to you from other sources that will augment
existing data
10
Find the right people and tell them the right stories for business success
YOUR TARGET AUDIENCE SEGMENTSSTEP 3
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Audience segmentation bull Can you create fictitious personas to bring your customer
segments to life bull Can you map your customer user-journey with points of
engagement bull What influences the need state of your customers at each point of
engagement bull What actions are needed to fulfil the users needs bull How can these actions be prioritised by financial gain andor
business change
Targeting bull Can you start messaging by persona along the user journey bull Can you engage with key opinion leaders who influence these
personas
Internationalisation Office for National Statistics (UK) US Census Data and Statistics
11
Digital Tools Experian Segmentation Portal Traackr Google Consumer Barometer Google Page Analytics Lucky Orange Lead Forensics Sales Force Zoho Sugar Affintity live
Deliverables After this step you should have the ability to find the right people and tell them the right stories for business success
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
12
Write your notes here
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questions
Tactics Can you map your existing sales and marketing tactics from the following bull Unawareness to awareness - Search (organic and paid)
bull Familiarity to consideration - Conversation (natural and paid)
bull Purchase to loyalty - CRM and community
Integration bull Are you integrating your search social media and content to the
greatest effect
13
YOUR BUSINESS OBJECTIVESSTEP 4Plan sales and marketing tactics to drive your target audience segments to your website or e-marketplaces
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Internationalisation bull Can you localise your tactics by language by country by city and
by persona
14
Digital Tools SEMRush Brandwatch SimilarWeb
Deliverables After this step you should have the ability to develop sales and marketing tactics that drive your target audience segments to your website or e-marketplaces
Write your notes here
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questions
Stories bull How do you tell your brand story bull How do you articulate the gives and gets of your product or
service bull What 3 things can you talk about above and beyond the sell bull How can you position them along the user journey
Content bull What is digitally efficient content bull How do you optimise your video pictures and word stories bull How do you balance paid media distribution against the creation
of interesting stories bull How can you map your content and production plan
Conversation bull How are you going to listen to meaningful conversations and
engage with etiquette bull Can you identify and engage with key opinion leaders who
influence many others
15
YOUR STORIES CONTENT amp CONVERSATIONSSTEP 5
Map out your stories into an effective content and conversation plan
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
bull How are you going to manage the 1990 ratio bull Do you have a coherent social media policy
Internationalisation bull Can you create International profiles and conversation bull Can you do this by country by city and by language bull Can you identify key opinion leaders and local area networks bull Can you create local content engage in conversations and quickly
manage enquiries in the local language bull Can you localise and test your calls-to-action to measure the
likelihood to purchase
16
Digital Tools Google Trends Google Alerts Brandwatch Google URL builder Sky Ad Smart Screencast-O-Matic Camtasia
Deliverables After this step you should have the ability to map out your stories into an effective content and conversation plan
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
17
Write your notes here
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questions
Existing bull What platforms and tools do you currently use bull Do you have the correct technology in place considering your
personas and user journeys bull What technology do you need to add
Internationalisation bull Is your responsive website content management system and
ecommerce platform capable of dealing with the online expansion
bull What is your server hosting and domain registration set up
18
Understand which technology platforms and tools you need for online export and how to target audience segments
YOUR TECHNOLOGYSTEP 6
Digital Tools Google Search Console Google Analytics amp Page Insights Sitebeam Screaming Frog Optimizely Add This
Search Engines Google AdWords and Google Keyword Planner Yahoo Advertising Bing Ads Advertising on Yandex Baidu Paid Search Amazon Merchant Words Uber Suggest
Global Social Networks Facebook
- Facebook Power Editor (inc Instagram)
Qzone Google+
- Google My Business LinkedIn Instagram Twitter and Brand Hub Tumblr Sina Weibo VK Snapchat
Deliverables After this step you should have the right level of knowledge of the platforms and tools that will help you reach your export objectives
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
19
Write your notes here
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questions
Measurement bull What key performance indicators are needed in your
measurement dashboard bull Do they include the following
bull Cost per acquisition of a new customer bull Average order value bull Customer lifetime value or number of customers buying again
within a time period bull Conversion rate of your website
20
YOUR METRICSEVALUATION amp OPTIMISATIONSTEP 7
Which key metrics do you need to measure evaluate and optimise
Digital Tools Google Sheets Google Analytics Solutions Gallery Tap Analytics Tableau Cyfe Performance Pulsar
Deliverables After this step you should have the ability to create your own measurement and evaluation dashboard of key metrics
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
21
Write your notes here
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Please answer the following questions
Plan bull Can you complete the ldquoGo-To-Market Planrdquo bull Are you clear on how to present the plan internally bull Can you get agreement on a budget scope of work and lead-
time for your Go-To-Market Plan
Roles and responsibilities bull Can you define (RACI) the roles responsibilities and objectives of
your team
Any other business bull Can you activate a new digitally efficient email signature
22
YOUR GO-TO-MARKET-PLANSTEP 8
Transform your online export strategy into a Go-To-Market Plan communicate your proof of concept and define new roles responsibilities and objectives for the team
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
23
Digital Tools Yammer Trello Basecamp Get Seg
Deliverables After this step you should have the ability to create your online export strategy and Go-To-Market Plan with new roles responsibilities and objectives for your team
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
24
Write your notes here
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
Roger Jones | Digital Strategist bull+447970623946 bull rogeractionableinsightcouk
Ben Thomas | Business analyst bull+44750173221 bullbenactionableinsightcouk
25
If yoursquod like to know more about any aspect of our 8-step plan to online export success or have something yoursquod like to discuss about your business please donrsquot hesitate to talk to Roger after the workshop or contact him below
MORE ACTIONABLE INSIGHTNEED
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
26
Appendix 1
Creating a Persona bull Biographic bull Geographic profile bull Demographic profile bull Psychographics ndash social class lifestyle traits motivations and personality characteristics bull Webographics ndash online characteristics ndash tenure of online usage device and speed bull Persona relationship to the business ndash employee partner supplier customer bull Products business relationship to the persona ndash usage rate loyalty attitude projected brand relationship
bull Specific goals needs attitudes ndash usage goals emotional goals motivations needs frustrations triggers for action
bull Specific knowledge ndash language (including local dialect slang and jargon) computer proficiency
bull Context of usage ndash seasonality culture task context users role responsibilities benefits sought environment security trends legal learnability
bull Interaction characteristics of usage ndash frequency regularity continuity timeliness complexity scenarios
bull Information characteristics of usage ndash information flow and presentation bull Sensory Immersive characteristics of usage ndash brand identity style genre appeals memorable pleasurable
bull Emotional characteristics of usage ndash brand personality ndash sincerity excitement perceived personality perceived experience point of time and sense of place
bull Accessibility issues ndash physical mental disabilities assistive devices used bull Design issues ndash appreciation of style and design bull Persona relationships ndash general interaction
Appendix 2How to optimise pictures bull Image filenames bull Name your image Charlie-walking-down-the-roadjpg not img45rtjpg bull Add metadata and key phrases in image properties bull Always use high resolution imagery (at least 72 dpi) bull Upload to image sharing sites (Pinterest Instagram and link back to ltyour brand namegt website and where possible add relevant text around the image
bull Use descriptive alt and title attributes when linking to the pictures bull Link to the image wherever you can using descriptive text
APPENDICESTHE
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers
27
Appendix 3
Best practices for video content on YouTube bull Create original content that entertains and educates (How to) bull Use your experience to engage the community bull Concise messages may be delivered in two minutes or less bull Use audience retention reports to determine what users find engaging bull Update content regularly bull Read users comments for new ideas
How to optimise video - Title bull Make the video title the same as a webpage title (including any key phrases) bull Use all of the 120 characters bull Place ltyour brand namegt at the end of the title (if at all)
- Description bull There are 5000 characters available bull Include full transcript and or long form article bull Include URLs (http) to more information and or main site
- Tags bull Use all 120 characters bull Put ltyour brand namegt places and topics and key phrases you wish to rank for here
- Other bull Watermark your video with your target URL (in edit where possible) at the start and end (first 5 seconds is free branding if the video is skipped in ads)
bull Jumpstart the view figure by sharing on and with social media community ndash ensuring they watch the complete video
bull Interact with other videographers on YouTube - comment on their videos and or create a video response
bull Embed the video on ltyour brand namegtcom (and any other relevant websites possible) Build links to the video from press releases
bull Add an open question in the comments to engage watchers