Plan de Acción

Take a business online

1. Identify online opportunities
2. Link goals to digital channels
3. Identify mobile friendly web design
4. Plan your online strategy

1. Identify online opportunities

Now you've completed this topic, let's apply what you've learned to your own
business, your favourite business or any business you're familiar with.

Find out what online opportunities exist for that business by completing the
following tasks:

1. Search for the business on a search engine. How high up in the search
results does the website appear? What information about the business is
displayed?

Como “Xandy” sale primero.

Como “Estudio fotográfico” salen muchas publicidades pagas.
Como “Parque fotográfico” sale primero por proximidad, pero no por búsqueda
ni en fotos.

2. Does the business appear on any digital channels other than their website
within the search results? E.g. does the business use search ads, social
media, or local listings?

No.
 3. List the online opportunities the business is currently taking advantage
of. Next, jot down which opportunities are still available to help with
future improvements, such as adding the business to local listings or
improving SEO performance.

Mejorar SEO.
Mejorar landing page.
Considerar SEM.
Objetivo y calendario en redes sociales.
Segmentación de clientes.
Retarget.

Aparecer primero en la lista por estudio o parquet fotográfico, alquiler de

estudio, eventos, asesoramiento para fotógrafos. Aparecerle en Facebook a
fotógrafos y en Instagram a fotógrafos jóvenes, productoras y quinceañeras.

Additional tools
 Google
 Bing
 The Digital Garage Tools
 Growth Engine for Business

2. Link goals to digital channels

Let’s put into practice what you've learned in this topic.

Thinking about your own business or a business where you’ve recently made a
purchase, complete the following tasks to find out how digital can help that
business achieve its goals:

1. Make a list of digital channels an online business could use when building
its online presence, such as SEM and social media. Include as many
channels as you can think of, even if they're not currently relevant to your
business scenario.

SEM, Instagram, Twitter, Facebook, Linkedin, Snpachat, Web, Aplicación propia,

Vimeo, Behance, Blogs para quinceañeros, planificadores de eventos o fotógrafos.

Web Sites, Social Media, Search Engine, Mail, Whatsapp, Messenger,

Aplicaciones, Aplicaciones móviles, Stios de ventas, Eventos Online (como
Webinar), Media Digital, Juegos, Google Maps, Afiliate Marketing,
 2. In a second list, write down as many different business goals you can think
of that can be achieved by being online. For example, taking a business
online can help meet the goal of increasing brand awareness.

Que se reconozca la marca entre adolescentes, productoras y fotógrafos.

Que sea el lugar preferido de toda la zona, un parque de diversiones.
Destacar el producto diferencial que ofrecemos, que los clientes realmente
sientan que en xandy pueden encontrar justo lo que necesitan.
Destacar la ubicación geográfica.
Que todos los fotógrafos terminen llegando a xandy y haciendo una consulta
por sus productos (Estoy interesado en, El alquiler del Estudio, El alquiler de las
ambientaciones, Crear un set personalizado para mi campaña, Recibir
asesoramiento creativo para mi campaña, Realizar material gráfico y/o audiovisual
para las redes sociales, Renovación y mantenimiento de redes sociales y/o página
web).

3. Now combine the two lists by identifying which digital channels could help
you achieve each business goal. Be specfic in how the digital channel/s
could help you realise each goal. For example, to increase brand awareness,
you could use social media channels by posting 'About us' videos.

SEO (averiguar qué se busca más) + SEM + Web

Facilitar los motores de búsqueda que un fotógrafo pondría usar para que
todos ellos lleguen a la página de Xandy, y consulten precisamente sobre lo que
están buscando.

Web
Aterrizar sobre una página principal que abra un pop-up donde indicar: “Tengo
un evento/soy fotógrafo/ represento a una productora” “Y estoy interesado en…”
para retener esa información.
Luego entrar en una página de inicio que resuma los servicios dispoibles, y
muestre los mejores comentarios actualizados justo antes de expandirlos.

Facebook
Postear imágenes llamativas con textos empáticos en un Grupo del barrio en
cada fecha especial para destacar la ubicación geográfica de Xandy y que se
convierta en el lugar preferido de toda la zona, un parque de diversiones en el
centro de Flores!

Instagram
Publicitar videos dirigidos con los servicios y ventajas de Xandy para que
productoras y fotógrafos reconozcan la marca y sepan que en xandy pueden
encontrar justo lo que necesitan. Diferenciarse.
Publicitar videos entre quinceañeras mostrando lo original y copado que es
hacer su evento con xandy para que reconozcan la marca y la asocien con sentirse
diferente.
 Botón al final del video para que consulten sobre nuestros productos.

Vimeo
Subir videos para mostrar la entidad confiable que nos respalda. Recorrido por
Xandy, Video de quiénes somos, a quiénes nos dirigimos. Producciones grandes y
Back Stages. Gente famosa en Xandy. Agradecer a nuestros colaboradores y
amigos.

Mail/Linkedin

Crear una imagen o un texto oficial con la oferta clara para contactar empresas
y productoras.

Google Maps
Solicitar comentarios y hacer que se visualicen claro.
SEO por geografía.

Conclusión: tener 3 discursos para productoras, fotógrafos, y quinceañeras.

Additional tools
 The Digital Garage Tools
 Growth Engine for Business

3. Identify mobile friendly web design

It’s time to bring to life what you've learned in this topic. Before completing the
following tasks, consider your own business or a business whose website you’re
recently visited on a mobile device.

With this business in mind, let's explore some design and usability best practices
that could help improve its mobile website:

1. Check how mobile-friendly the business website is by running it

through Google's Mobile-Friendly Test.
 2. Get tips on how to speed up the business's website by using Google's Test
My Site tool.

3. Review whether the website is consistent in its look and feel across
different devices - such as tablet, smartphone and desktop, as well as
browsers - such as Chrome or Safari. Note whether text alignment, image
placement and other design elements appear the same across the different
devices and browsers.

Pendiente

4. Use the reports and results generated from the previous tasks to create an
action plan that lists specific points on how improve the mobile website.

Pendiente

Additional reading
 Mobile Friendly Websites Guide
 Find out how you stack up to new industry benchmarks for mobile page
speed

Additional tools
 Mobile-Friendly Test
 Check Mobile Speed with Test My Site
4. Plan your online strategy

To help round off this topic, let’s work through a practical example to help bring to
life the concepts introduced.

Using your own business or one you buy from regularly, find out what a business
needs in order to build an online business strategy by completing the following
tasks:

1. Identify what makes the business different to competitors. This is the

business's unique selling point (USP).

Diversidad de servicios complementarios.

Atención cálida y personalizada.
Posibilidad creativa para renovarse.

2. What type of person or demographic would be most interested in the

business's product or service? This is the target audience. Use tools
like Google Keyword Planner and YouGov Profiles to get deeper insights
into this audience.

Productores.
Fotógrafos y quinceañeras.
Empresas de indumentaria y/o accesorios.

3. Think about what the business wants to achieve, and identify two different
business goals (for example, to grow sales). For each goal, set a Key
Performance Indicator (KPI) that will help the business track progress, such
as increasing monthly sales by 20% year over year. Remember KPIs should
be measurable, practical, achievable and provide direction.

El negocio quiere:

1. Ser tendencia entre quinceañeras.

KPI: + 1000 seguidores de Instagram en 1 mes.

Invitar gratis. Que nos visiten x influencers por mes de su edad. Hacer
concursos. Marcar tendencias. Llamar a acciones. Pedir etiquetas.
Que los traigan las quinceañeras pero los fotógrafos se sientan bien recibidos y
se quieran quedar, para sociales y otras producciones. Preguntarles qué
sugerencias les gustaría. Hacerlos sentir que son la prioridad. Que se sientan la
prioridad.

2. Aumentar clientes comerciales.

 KPI: Recibir 10 reuniones en 1 mes.

Additional reading
 KPIs - An essential framework
 Mind Tools Strategy Resources

Additional tools
 Google Keyword Planner
 YouGov Profiles
 Bing Keyword Research
 Growth Engine for Business
Make it easy for people to find a business on web

Making it easier for people to discover a business through search is key to your
digital success. Whether you're focusing on organic SEO or paid ads, search is a
great place to get noticed and can help you get ahead of your competition.

The tasks in this action plan will help you understand what a business needs to
consider in order to become more visible to customers using search.

1. Identify search keywords

2. Optimise websites for search

1. Identify search keywords

Search gives customers the chance to find, and businesses the chance to be found.
Now you've completed this topic, try applying what you've learned to your own
business, your favourite business or any brand you're familiar with.

See how you can focus content around relevant keywords for that business by
completing the following tasks:

1. Think about the keywords customers will use to search for the service or
product the business offers. You can get keyword ideas and traffic forecasts
for those keywords using tools like Google's Keyword Planner and Answer
the Public.

2. Go to the business’s website home page. Are the most important keywords
used naturally in the content?

3. Try rewriting or expanding the current content on the home page to be

more focused around the keywords most likely to be used by the business’s
target audience.

Additional reading
 Steps to a Google-friendly site
 How Search Works
 How to use the Keyword Planner tool

Additional tools
 Google Webmaster Tools
 Google Keyword Planner
 Bing Webmaster Tools
 Answer the Public
  Moz Keyword Explorer

2. Optimise websites for search

You've finished this topic - now let’s bring to life what you've learned to your own
business, your favourite business or a business you're familiar with.

Start reviewing the SEO performance for that business by completing the following
tasks:
1. Take the web address (URL) for the business, add ‘site:’ at the front (e.g.
site:www.yourwebsite.com), then search for it in a search engine search.
This will show you all the pages that search engine has indexed for that site.
Note the top five pages listed in the search results.
2. Review each of the top five page against SEO best practice guidelines for:
o Page title (e.g. is the title longer than 55 characters? Are the
characters legible?)
o Keywords (e.g. are the keywords on the title relevant?)
o Content (e.g. is there enough content on each page?)
3. Based on your review, suggest improvements for these pages according to
SEO best practice guidelines. For example: is there enough relevant content
on each page? Does it contain relevant keywords without being spammy?
What keywords is the content focused on?

Additional reading
 How to use the Keyword Planner tool
 Moz: SEO Learning Center
 Yoast: SEO Basics

Additional tools
 Google Webmaster Tools
 Google Keyword Planner
 Bing Webmaster Tools

Promote products with search ads

Try your hand at identifying quality keywords.

For these tasks, imagine you sell luxury handmade organic cosmetics and would
like to create some search ads. Identify which keywords will work best for this
business when creating search ads by completing the following tasks:
1. List up to 10 keywords - what a customer might search for in order for your
ad to appear - that could be used as part of your search ad campaign.
Remember, good keywords are actually a collection of two to three words.
For this store, keywords could be 'handmade organic cosmetics' or even
just 'organic cosmetics'.
 2. Refine your list of keywords based on their relevance. i.e., how well they
match the content a user can expect to see when they click your ad. For
example, for an organic cosmetic business, the keywords 'natural bath
products' are accurate but not as relevant as 'handmade organic makeup'.
The relevance of your keywords gives you a Quality Score, which helps
decide whose ads rank during the auction process.
3. Refine your list of keywords further to ensure they achieve a high volume of
traffic. To do this, log into Google's Keyword Planner. Open your account or
create a new one (you don't have to publish your ads) and in the menu bar,
go to Tools > Keyword Planner then using the search field enter your
keywords and target areas, such as UK or USA. Try out your keywords and
see what kind of traffic they get. The tool will even suggest other keywords
you could include.
4. Using a search engine, search for the keywords in your list to see whose ads
appear. This is one of the best ways of seeing who you're competing with.
List five reasons why you think the sites ranking higher than yours appear
there.
5. Revise your keywords based on your findings from the previous step.

Additional reading
 Google Advertisers Community

Additional tools
 Google AdWords
 Google Keyword Planner

Create search ads

Let’s work through some practical tasks creating and developing targeted ad
groups.

Complete these tasks either with your own business or your favourite business in
mind:
1. Choose two products from the business as your ad groups. For example,
‘red shoes’ and ‘red trainers’. For each ad group, list the keywords you could
use to reach people searching for these products. See ‘Basic tips for
building a keyword list for a quick guide on keyword building.
2. Using your list of keywords, decide which match types to use to prevent
overlap. What negative terms should you use? Read more about keyword
matching options.
3. For the two ad groups you’ve created, write the ad copy. Review How to
write successful text ads to get started.
4. Note which landing page people should be directed to when they click the
ad. Review best practices for the landing page experience.

Additional reading
 Google Academy for Ads
  Google AdWords: Best Practices
 Buffer: The Ultimate Guide to Creating Effective Landing Pages
 Google Advertisers Community
 Facebook Business: About landing page view optimization

Additional tools
 Google AdWords
 Bing Webmaster Tools