The head of Australia’s largest website domain provider wants to cut through the digital transformation hype to help small and medium businesses (SMBs) excel in the post COVID economy.
“Digital transformation has had a lot of recent hype and sometimes it can scare people away, creating a barrier to entry,” says Mark Evans, Chief Executive Officer of Crazy Domains.
“2020 forced small and medium business owners to rethink their strategy and accelerate their digital transformation plans, regardless of whether they’re equipped for it or not.”
Evans is launching OnlineFest 2020 to engage and educate entrepreneurs, business owners and future leaders in Australia and New Zealand on the latest approaches to entrepreneurship and the best digital marketing practices.
Evans says the free event gathers industry leaders to provide the knowledge and insights needed to navigate these unprecedented economic conditions.
He says the dramatic shift caused by COVID-19 means businesses must adopt a new mentality towards a long term digital strategy.
“In a simple sense that’s about understanding the business, understanding your strategy, repeating the strategy going forward, with all these disruptions in mind, and having a laser focus on where your targets are.
“Over the years, we’ve seen a lot of people, all with good intentions, start something online and often it never eventuates. The domain industry in Australia has a 65 per cent retention rate, which is industry wide.”
Evans says there is still approximately 49 per cent of small to medium businesses in Australia, which still don’t have a web presence, and companies can make significant gains by simply taking on branded email addresses and launching a company website.
He says from there online marketing and search engine optimisation tools can help businesses own a piece of digital real estate, much like a store in a busy shopping precinct.
“You can ensure your website is targeted to the right market, with the right keywords using search engine optimisation, which will give your business strong rankings on Google.
“It can take time to see results, so you need to be committed, you can’t just do two, three months and give up because you’re not seeing immediate results.
“But over time you’ll be able to build that reputation, increase organic web search results and then you can own that space and dominate it.”
This week’s OnlineFest 2020 is free to attend: Register here.