Post on 11-Aug-2014
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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
A-Z of Selling Online
Welcome
PLEASE!
Do NOT turn off your phones…
#A2ZEcommerce #thedigimarketplace
Agenda for the day
Start Finish Event
9:45 10:00 Welcome to A-Z of Selling Online
10:00 11:15 Driving Traffic to your website (Pt 1) by Matt Young of Cosmic
11:15 11:40 Coffee
11:40 1:00 Driving Traffic to your website (Pt 2) by Matt Young of Cosmic
1:00 2:00 Lunch
2:00 2:30 Contract overview
2:30 3:45 Chloe Thomas presents “Five concepts to make your ecommerce business more successful”
3:45 4:15 Coffee & networking
History
• Sir Tim Berners-Lee • Ada Lovelace • Charles Babbage • Bletchley Park • 2.4bn Web Users • 1.2bn Shop Online • Radio – 38 years • TV – 13 years • Web – 4 years • Facebook – 10 months
Prediction for 2014
Online Spend per shopper
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Matt Young
Cosmic Ethical IT
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Driving Traffic to your Website (pt 1)
Search Engine Optimisation
Reach SEO PPC Social media Display/affiliate
Convert Website design & content
Landing page Product page optimisation
Basket conversion
Retain E-news CRM Personalisation Social media
People don’t always buy because they need something… A 6 letter word…
Desire
Getting people to buy….
• Tone of voice • Information – detailed as possible, materials,
size, colour, options • Images – from all angles, enlargement,
background • Video? • Call to action
How?
Advice for Services
Appearance is critical, first impressions last
Cheap products win on price Facebook – Integrity Reviews and Testimonials
SEO
Optimise for Reach
Find customers you don’t already know…
Organic is still the number 1 driver of traffic
How search works…
SERP – what is it?
What is a Google web search trying to do?
Give it users results of websites that are…
• Relevant • Content rich • Change often • Other people think are great
Typical Keywords Phrases
• Best places to eat in Yeovil • Clothes shops in Yeovil • Somerset • Brown Shoes • Shoes for sale Somerset
Competitive pages Popularity of searches
How do we decide our keyword phrases?
How do we decide our Keywords
Brainstorm 10 – 15 phrases of your site
• Brainstorm – seed keywords • Analytics – any ideas? • Look at competitor’s sites • Revise/add using tools
Get the basics right
Optimise for onsite phrases
• 2/3 keywords phrases per page • Content, Titles, Paragraph titles, etc. • Page Titles • Footers • Images
Get strong and relevant links back to your site Update your site regularly
Internal links
• In line text • Anchor text • Hyperlink text
Fat Footers
Image Titles
• Image titles • Alt tags
Description Check your image titles Good naming convention
Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon
wedding-venue-devon-car.jpg
Meta Tags
<title>UK store supplying Cupcake Decorations</title>
<meta name="description" content="Cupcake decorations made
from sugar, chocolate and marzipan with cupcake boxes, cupcake
wrappers and cupcake cases a wide selection based in UK.">
<meta name="keywords" content="Sugar Cupcake Decorations,
chocolate cupcake decorations, non edible cupcake decorations,
cupcake wrappers, cupcake cake cases, food pens, edible glitter,
baking cups, cake recipes, cupcake boxes">
Google +
But isn’t Google + a social media site?
Google Local – getting a pin on the map
How do I actually do this?
1. Get your business added to Google local 2. Consistency – appear the same in as many places as possible 3. Get reviews
3 tips to success
Back Links
YOUR SITE THEIR SITE
YOUR SITE THEIR SITE
Reciprocal link
One-way link
Page Rank
Check your back links
www.backlinkwatch.com
Ugly
What about Authorship?
What about Penguins and Hummingbirds
• Hummingbird allows Google to understand user intent
• Greater understanding of words like 'how' 'why', 'where'
and ''when', as well as the user intent that sits behind
these word
• this helps Google deal with more complex, long-tail queries. This will allow Google to handle voice
activated search queries more effectively, to keep up
with their rising popularity on mobile devices (including
Google Glass).
Hummingbird
• Natural language queries • Decline of the short tail • Content rather than keywords: • Greater device fragmentation: • Improved search functionality – more
Google results • Socialising of search - Author Rank combining
SEO and Social efforts
Summary
• Content and Keywords Choose Keywords wisely Place them in text, images and titles
• Updates Update site regularly Create new content
• Links Get links from QUALITY sites to yours Create opportunities through Social Media
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Coffee
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Driving Traffic to your Website (Pt 2)
Social Media
Which Platform?
Which Platform?
• Google +
• Instagram, Pinterest, Vine, Myspace, Snapchat
Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first' strategy
‘Tradigital’
E-news
Forums
Digital
magazines
Traditional
Media
Press
Social
networks
Twitter YouTube
Website
Responsive design
Mobile enabled
Owned
Content
Video, blogs,
Editorial,
photos
How many pages do you have?
What written content?
–Create enough content for products and services; ‘deep dive’ content
–Create new content that resolves customers issues…
• How do I choose the right wind turbine • How do I organise a …. • What’s the best …
Written content cont…
–That meets with needs earlier in their buying journey
• What’s the best…. • What’s a ….. • How do I….
–That makes you an expert • Create authority content and tag yourself as the author
What about video content?
• Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials
• Becoming significant in Search Results • Pre sales – research • Post sales - support
Video for customer support
Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
Broadcast, share & converse
Twitter Facebook LinkedIn Pinterest Newsletter
Content creation
You Tube Blog Flickr iTunes/podcasts
Community building
Forum Facebook Groups LinkedIn Groups Virtual worlds
Social media engagement ladder
Less time More time
Listen
Google Alerts Twitter Google Reader
Case Study
Broadway Books
Management
#Hashtags
#Hashtags cont…
• #SBS – Small Business Sunday • #JournoRequest
• Trending Topics (on Twitter)
Remember…
Social media is not the answer… …it is just set of tools
Questions?
Matt Young @Cosmic_Matty
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Lunch
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Peninsula Enterprise
Contract Overview
Peninsula Enterprise & UK Trade & Investment
PART OF THE CITY DEAL PROGRAMME
Workshops
Essential Tips & Tools • Identify online selling good
practice • Exploit Search Engine Optimisation
(SEO) • Understand Pay Per Click
advertising • Utilise social media • Measure your success with
analytics • Explore payment mechanisms
A series of fully funded workshops delivering EXPERT guidance on how to successfully sell online in the UK and overseas.
Selling Online Internationally
• Does your website and online selling strategy
• have the potential to reach global customers?
• Are your international web visits converting into sales?
• Is your website structured for global markets?
• Are you aware of how to avoid key legal pitfalls?
International Website Creation and Search Engine Optimisation
A formal Accreditation programme. Designed and funded to upskill and recognise core competencies in delivering
‘international solutions’ for online business
Contact Us
• www.thedigitalmarketplace.co.uk
• 0300 123 1043
• Business advice to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
Competitive advantage through take-up and exploitation of SFBB
Increased productivity
Improve access to new markets and business opportunities
Increase competitive advantage for businesses in rural locations
More flexible and environmentally friendly working practices
Increased opportunity for innovation
Efficiency and timesaving
Superfast Business Service
Support Available • Knowledge and information
• Inspiring events and interactive resources
• Expert business advisers
• Specialists with in-depth knowledge
• Access to ICT supplier network
• Links to partners and other support services (via the Growth Hub)
Website
• Quick and easy registration
• Blogs and latest news
• Events
Content on the Knowledge Hub
• Over 80 guides, top tips and checklists currently available
• Examples include: Guide to Social Media and Business, Guide to Integrating Systems, and Guide to Bring Your Own Device (BYOD)
Knowledge Hub
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• facebook www.facebook.com/superfastbiz
• join our linked in group Superfast Business SW
• info@superfastbusiness.co.uk
• 0845 603 8593
Keep in touch
What is Get up to Speed? • A business and community support service to help promote what you can do
with faster broadband
• Delivered on behalf of Connecting Devon & Somerset
• Runs from now to Dec 2016
• Covering Devon, Somerset, BANES, North Somerset, Torbay and Plymouth
• Delivered by the newly formed Cosmic Peninsula Consortium
• Working with delivery partners (Community Councils for Devon and Somerset, DCBC and West of England Rural Network)
What is available?
Free sessions and information provision for businesses and communities, including:
• Champions (community and business)
• Briefings (stakeholders, businesses and communities)
• Awareness events, gadget shows and taster sessions (for businesses and communities)
• Training Needs Analysis
• Signposting to other services and skills provision
Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk
Part of the Rural Growth Network for Devon and Somerset
Business Enquiry Portal
Business Support
Women in Business
Innovation Programme
(Devon only)
Business Support o Business diagnostic and advice including vouchers for further business support o Action plan to move the business forward
Women Led Enterprise Programme
o Taster events, group based support, workshops o One to one advice, information and guidance o Business Action Groups o Tailored business support o Networking
Innovation Programme (Devon only)
o Workshops, master classes, advice o Innovation Fitness Tool
For People & Business
How to get in contact
website www.Business-SupportSW.com
email enquiries@business-supportsw.com
tel. 0300 123 2007
Follow
@RGNBizSW
83 Presentation title - edit in the Master slide
With over 2,400 staff across 100 key global markets, no other organisation is
better equipped to help connect your business overseas.
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Delivering business opportunities around the
world UK Trade & Investment helps UK companies succeed globally and
attracts high quality investment to the UK.
Inward Investment
Export
Why exporting is good for your business
Proactive exporters:
• Are more productive and innovative
• Are more resilient to economic
downturns
• Demonstrate improved financial
performance
• Boost international profile and brand
value
• Are more likely to stay in business
Source: Nottingham University / UK Trade & Investment
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Unique global reach
UKTI staff in British Embassies and Consulates in over 100 countries.
Local knowledge and expertise on the ground.
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Help to….
• Undertake Market Research
• Develop an International Sales Strategy
• Visit & Develop New Markets
• Improve International Communications / Website
• Exhibit Overseas
• Develop & Protect International IPR
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Contact UK Trade & Investment
01752 759897
Call
international@uktisouthwest.org.uk
www.ukti.gov.uk
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Chloe Thomas
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
5 Concepts that will make your eCommerce Business more Successful
Chloe Thomas
Since 2001 • Directly involved with over 50 eCommerce businesses • Project managed over 15 eCommerce site builds
The eCommerce MasterPlan Approach
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eCommerce, what is it?
• a business
• selling products or services
• taking money online
Three Ways Customers Buy
• Websites o Yours o Someone elses • Catalogues • Shops / Stalls
The 7 eCommerce Business Structures
Key Challenge(s)
Online Only • Customer
Recruitment • Growth
Mail Order • Understanding
joint role of catalogues and online marketing to recruit new customers
Full Multichannel • Keeping the
needs of customers across the channels satisfied – seamless experience
Big Bricks and Clicks • Fully integrating
the stores and website – people and systems
Boutique Bricks and Clicks • Keeping the
physical and online shops up to date and consistent
Mainstream PiggyBack • Deciding when /
if to build your own site
Niche PiggyBack • Build a good
reputation on the site
• Choose the right site(s)
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The Right Product Range Scale
Who’s At The Niche End
Why be Niche PRS?
● Your time goes further ● Your money goes further ● Your customers understand you
faster ● You can do everything better ● You get more bang for your buck!
Why be Niche PRS?
● Search ● Content ● Clarity ● Social Media ● IDENTITY – products = brand ● Cheaper / easier customer acquisition ● Greater repeat purchases
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Differentiate Your Business
USP: Unique Selling Proposition how you can stand out in your industry what makes you different?
The Strong eCommerce USPs
● Customer Service ● Knowledge and Information ● Customer Base ● Brand ● Delivery and Returns ● Products ● Price
Need to be Everywhere
● Products ● Pricing ● Marketing ● Despatch ● HR ● Finance
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What is your Website For?
● Displaying your products ● Enabling customers to buy your products ● Attracting search traffic ● Making your life easier ● Conversion Rate Optimisation
Conversion Rate Optimisation
Do you Need a Website?
Taking the Money
Website Checkout
Payment Gateway
Merchant Account
What / Which Website Do You Need?
1. Create the brief (inc speak to the stakeholders!)
2. Select at least 3 possible site builders a. Review each tender fully
(inc a meeting, and demo) b. Compare the Costs
(over a full 12 months) 3. Project Manage the Build Yourself 4. Test, test, test
Website Rules
● Don't overspend ● Don't underspend ● Think navigation first ● Then think functionality ● Finally think design
(look at Amazon and ebay)
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How to Make Money
1. Find products that your customer will like
2. Make those products fit your product mix
3. Buy enough units of each product
4. Once they are on sale, respond to demand
a. discount
b. restock
The Product Mix
● Identify your product facets ● Analyse your sales ● Buy and select to fit customer demand
The Product Mix - Facets
● Margin ● Price point ● Size ● Colour ● Type ● Screen size ● Material ● It’s potentially endless!
The Product Mix – in Jewellery
Necklace Bangle Ring Earrings
Type 20% 20% 30% 30%
Agate Turquoise None CZ Amber
Stone 20% 25% 30% 5% 20%
£0-£25 £26-£50 £50-£100 £100-£200 £200+
Price Point 25% 25% 30% 10% 10%
L M N P
Ring Size 25% 25% 25% 25%
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Chloe@eCommerceMasterPlan.com
Give me your business card to get: ● These slides ● Links to the resources I’ve mentioned today
○ Templates ○ Power of Niche video
Your tasks: 1. Stick to your eCommerce Business Structure 2. Stick to the right Product Range Scale for your
business 3. Identify and implement your USP 4. Select the right website 5. Identify the right product mix - & implement it!
www.thedigitalmarketplace.co.uk
0300 123 1043
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH