ten tips for starting a successful online business · ten tips for starting a successful online...

@Danny_Santoro http://danielsantoro.com

Ten Tips for Starting a Successful

Online Business

Presented by Danny Santoro

Yeah, this guy:

…

So… Ya know. Buckle in.

Also thanks to all our cool sponsors!

@Danny_Santoro danielsantoro.com#unleashwp

Ten Tips for Starting a Successful Online BusinessPresented on March 5, 2016 by Danny Santoro at WordCamp, Dayton, 2016

• $1,471,000,000,000($1,471billion)insalesweredoneonlinein2015alone.1• 40% ofallsitesonlinetodayarepoweredbyWordPress2• WooCommerce isgrowingwitharapidpace,makingiteasierthanevertostart

sellingonline

It’sneverbeeneasier tostartabusiness online,withagrowingabundanceofeasy-to-use andlowcostoptionsavailable… Butevenwiththerighttools,howdowebestusethem?Howcanyouensure yourstartoutstandsapartfromtherest?Howcanyouactuallymakeaprofit?

Pff,Idon’tknow,it’syourbusiness.WhatIDOknowaresomeofthepitfalls andsecrets thatwillhelpyougetahead,sobreakoutthenotepads!

ReadMore»


1. http://www.statista.com/topics/871/online-shopping/2. http://trends.builtwith.com/cms3. http://trends.builtwith.com/shop/WooCommerce


Hello WordCamp Dayton!• My name is Danny Santoro• Born & Raised in Cincinnati, Ohio• Employed by Automattic for

WooThemes & WooCommerce• Graduated with a degree in

filmmaking and has a passion for it to this day – see cowboy picture

• Loves numbers, spreadsheets, and planning – perfect if he were a robot, pretty dull since he’s not

• Is STILL waiting for someone in the audience with a Taylor Swift hookup to find him a date (come on, everybody, it’s been like two years and ten WordCamps. Can we get a hashtag started or something?)

I make Peter Pan look GOOD.


So what is it that you do, exactly?

In short, a little bit of everything! Ultimately, I love to help a small business or individuals get on their feet, but for some professional creds, here you go:• Managed web design, marketing, eCommerce and content

management for a global conglomerate of brands you’ll find in every day supermarkets, as well as dozens of small businesses

• Has lived and breathed WordPress for just over four years• Loves project planning and new ideas to a fault• Started and managed three of his own companies:

• Movie, game, and prop replica online store at 15• Small Business Consulting (web, video, marketing) at 22• CCW training company at 26 (this year!) (P.S. logo people, let’s talk J)


The Top Ten Dos and Don’ts of Starting a Business Online

Although this talk started out as a ten do and don’t list, that goes against a core principle I believe to exist on small business: there is no cookie-cutter way to guarantee success.

Instead, we’ll talk about the different phases of setting up your company to be the most successful company that it can be. Now, the talk shall forever be known as:

Ten Tips for Starting a Successful Online Business

(Sounds so much better)


Get the Right Hosting

•Take an (honest) look at your expected traffic.•Do you want to handle the web management side on your own, or would you benefit more from an experienced third party?•Don’t “overbuy” web hosting – it’s easy to upgrade, but harder to downgrade.•Don’t trust Google. This is one of the few times I’ll ever say that, but just don’t fall for the trap.


Choose the Right Tools

•Choose a solid theme to dictate style.•Choose plugins to add functionality you know you’ll need. If you’re not sure you need it, ask, or just wait and see.•Buy plugins from the original author.•Only buy what you understand, and are comfortable operating/working with daily.


Know that eCommerce isn’t cheap, but cheaper.

•eCommerce is cheaper than brick and mortar, but nothing is free.•You’ll need help. Nobody, regardless of skill, can pull off a business on their own.•Expect costs – paid themes and plugins are worth the money. A mechanic needs quality tools, and so do you.•Just because it isn’t tangible doesn’t mean it lacks value.


Create a Brand Identity(and stick to it)

•Create a tone, personality, and feeling.•DON’T be generic and boring, and DON’T be too casual. Find a nice middle ground that suits your business.

•Create fitting logos and graphics.•Determine what Social Media you need (if any).•Make a (flexible) game plan.


Write Copy that Fits…

•Keep you brand identity in check, and write as if you as the brand were speaking directly to the customer.•Cut down your message to keep it short and to-the-point. I can hardly pay attention to a commercial, so reading redundant copy won’t keep me.•Cut it down again. Focus on user flow.•Watch as uninvolved parties go through your site to find where to improve.


… And then have a copywriter clean it up.

•Copywriters have a talent of conveying information to everyone equally.•Any topic can be confusing to a newcomer, so what’s simple to you can be jargon and nonsense to a consumer.•A copywriter can help define your brand tone and identity for the future.•If you plan email blasts or ongoing content like a blog, find one you can trust and stick with them.


Understand SEO…

•Know what keywords are and what words to use.•Determine the best keywords to act as the focus of your site – “What would a buyer search for?”•Keywords only work with content•Write for the customer, not for the search engine•Keep updated content & blogs (when applicable)•Keywords aren’t a magic bullet, but set us up for Google AdWords.


… Then pay someone to act on it with advertising.

•Google AdWords are a huge benefit of SEO optimization.•AdWords are a fast way to blow through your savings with no return if done incorrectly.•Work with an AdWords specialist to get up and running to find keywords that are low cost, effective, and drive traffic.•Take a little time to learn how AdWords work so you can do more on your own as you grow.


Cover All Your Bases

•The world is full of lawyers and lawsuits, and they all want to take you down.•Your software and the work that goes into your site is an investment. Don’t steal the investment or try to cut corners to save a buck.•CREATE BACKUPS.•Prepare for unexpected slow times and panicked rushes – it’s your life from here on out.


Launch & Adapt

•Nothing is perfect the first time around.•Use tools like Analytics, experts, and customer feedback to make changes.•Watch industry trends, but break the mold.•Don’t get stuck in your ways and wait for change.•Successful companies “launch” multiple times –it’s only a failure when you say it is.


Wrapping it UpLike any business, planning and thought are essential for success online. You can’t make a building when you’re missing a block, so your primary responsibility as a small business owner is to know what those blocks are, not to build everything by yourself.

Do what you do best, and let your work and a solid foundation carry you.


The floor is yours, and thank you!

Now that we’ve gotten my side of the story out of the way, let’s open the floor to some questions! J

For additional information or to contact me further:• Come say hi during the day (I don’t bite often)• Grab one of my cards on the way out (They change a lot – the

Rookie card might go on eBay for something one day)• Tweet to me @DannySantoro• Check out my (kinda neglected) site at http://danielsantoro.com

ten tips for starting a successful online business · ten tips for starting a successful online...

Documents