Superfast Business: A to Z of Selling Online 2014

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Superfast Business have teamed up with our business support partners Heart of the South West, 'Get up to Speed' and the Digital Marketplace to bring to you some of the leading voices in selling online at 'the A-Z of Selling Online' event. Essential elements to attract customers to your website - delivered by Matt Young from the award-winning Cosmic Ethical IT They covered: An overview of the opportunities available, and getting started Selecting and ecommerce platform Search Engine Optimisation and Adwords The do’s and don’ts of International Social media Five concepts to make your ecommerce business more successful - delivered by Chloe Thomas who was recently voted as one of the 10 most prominent e-commerce voices from around the world. Chloe Thomas is the author of the eCommerce MasterPlan. She has been doing online marketing for 10 years. In that time she has worked with over 50 eCommerce businesses, improving their online marketing, saving them money and time in the process. Her goal is to help businesses reach success faster, and stop wasting money and time on the wrong marketing. Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: [email protected] t: 0845 603 8593

Transcript of Superfast Business: A to Z of Selling Online 2014

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

A-Z of Selling Online

Welcome

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PLEASE!

Do NOT turn off your phones…

#A2ZEcommerce #thedigimarketplace

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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

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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

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Prediction for 2014

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Online Spend per shopper

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

Matt Young

Cosmic Ethical IT

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

Driving Traffic to your Website (pt 1)

Search Engine Optimisation

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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

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People don’t always buy because they need something… A 6 letter word…

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Desire

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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?

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Advice for Services

Appearance is critical, first impressions last

Cheap products win on price Facebook – Integrity Reviews and Testimonials

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SEO

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Optimise for Reach

Find customers you don’t already know…

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Organic is still the number 1 driver of traffic

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Google

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How search works…

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SERP – what is it?

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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

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Typical Keywords Phrases

• Best places to eat in Yeovil • Clothes shops in Yeovil • Somerset • Brown Shoes • Shoes for sale Somerset

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Competitive pages Popularity of searches

How do we decide our keyword phrases?

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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

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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

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Internal links

• In line text • Anchor text • Hyperlink text

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Fat Footers

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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

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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">

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Google +

But isn’t Google + a social media site?

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Google Local – getting a pin on the map

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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

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Back Links

YOUR SITE THEIR SITE

YOUR SITE THEIR SITE

Reciprocal link

One-way link

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Page Rank

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Check your back links

www.backlinkwatch.com

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Ugly

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What about Authorship?

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What about Penguins and Hummingbirds

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• 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).

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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

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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

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

Coffee

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

Driving Traffic to your Website (Pt 2)

Social Media

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Which Platform?

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Which Platform?

• Facebook

• Twitter

• LinkedIn

• Google +

• Instagram, Pinterest, Vine, Myspace, Snapchat

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Adapted from ‘Media Cloverleaf’ by Richard Edelman

‘Content first' strategy

‘Tradigital’

E-news

Forums

Digital

magazines

Traditional

Media

Press

Social

networks

Facebook

Twitter YouTube

LinkedIn

Website

Responsive design

Mobile enabled

Owned

Content

Video, blogs,

Editorial,

photos

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How many pages do you have?

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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 …

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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

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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

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Video for customer support

Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.

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Pinterest

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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

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Case Study

Broadway Books

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Management

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#Hashtags

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#Hashtags cont…

• #SBS – Small Business Sunday • #JournoRequest

• Trending Topics (on Twitter)

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Remember…

Social media is not the answer… …it is just set of tools

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Questions?

Matt Young @Cosmic_Matty

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

Lunch

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

Peninsula Enterprise

Contract Overview

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Peninsula Enterprise & UK Trade & Investment

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PART OF THE CITY DEAL PROGRAMME

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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?

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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

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• 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

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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)

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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

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• www.superfastbusiness.co.uk

• twitter @superfastbiz

• facebook www.facebook.com/superfastbiz

• join our linked in group Superfast Business SW

[email protected]

• 0845 603 8593

Keep in touch

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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)

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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

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Contact us

www.get-up-to-speed.co.uk

[email protected]

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Part of the Rural Growth Network for Devon and Somerset

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Business Enquiry Portal

Business Support

Women in Business

Innovation Programme

(Devon only)

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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

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How to get in contact

website www.Business-SupportSW.com

email [email protected]

tel. 0300 123 2007

Follow

@RGNBizSW

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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

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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

[email protected]

www.ukti.gov.uk

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

Chloe Thomas

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PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

5 Concepts that will make your eCommerce Business more Successful

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Chloe Thomas

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Since 2001 • Directly involved with over 50 eCommerce businesses • Project managed over 15 eCommerce site builds

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The eCommerce MasterPlan Approach

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eCommerce, what is it?

• a business

• selling products or services

• taking money online

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Three Ways Customers Buy

• Websites o Yours o Someone elses • Catalogues • Shops / Stalls

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The 7 eCommerce Business Structures

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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

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Who’s At The Niche End

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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!

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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?

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The Strong eCommerce USPs

● Customer Service ● Knowledge and Information ● Customer Base ● Brand ● Delivery and Returns ● Products ● Price

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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

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Conversion Rate Optimisation

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Do you Need a Website?

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Taking the Money

Website Checkout

Payment Gateway

Merchant Account

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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

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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

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The Product Mix

● Identify your product facets ● Analyse your sales ● Buy and select to fit customer demand

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The Product Mix - Facets

● Margin ● Price point ● Size ● Colour ● Type ● Screen size ● Material ● It’s potentially endless!

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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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[email protected]

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!

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www.thedigitalmarketplace.co.uk

0300 123 1043

PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH