Web Marketing:  Alternative Ways to Attract Business  Domenica Di Lieto Commercial Director - Shine Marketing
Web Marketing:  Alternative Ways to Attract Business  <ul><li>Importance of the web in capitalising on opportunities </li>...
Capitalising on web opportunities <ul><li>Your website is often the first contact a buyer will have with your brand – does...
How to make your website your most important marketing tool <ul><li>You have invested heavily in packaging- does your web ...
4 Ways to Grow Your Business Online <ul><li>Search Engines </li></ul><ul><li>Pay Per Click Advertising </li></ul><ul><li>E...
Search Engine Optimisation
What phrases do you want to rank for? <ul><li>What phrases are people actually using to find you and your competitors? </l...
Making your website more visible? <ul><li>So you are going to invest in your website, how can you ensure buyers can find i...
Ranking Well in Google <ul><li>Top ranking sites have 3 things in common </li></ul><ul><li>Readable by search engines </li...
‘Readable by Google’ <ul><li>Quality images, but also plenty of text </li></ul><ul><li>Google is not very good at understa...
‘Useful Content’ <ul><li>Green & Blacks has a wealth of background information </li></ul><ul><ul><li>Recipes </li></ul></u...
‘Links from Other sites’ <ul><li>Green & Blacks has over 3,000 links from other websites </li></ul><ul><li>Other Sites in ...
Pay Per Click Advertising
Pay Per Click Advertising
Pay Per Click Advertising <ul><li>Pay Per Click advertising works best where: </li></ul><ul><ul><li>You sell direct to the...
<ul><li>Step 1: The Keywords </li></ul><ul><li>What are people looking for? </li></ul><ul><li>Use tools like ‘Google Adwor...
<ul><li>Step 2: The Advert </li></ul><ul><li>Make sure it matches the search </li></ul><ul><li>Repeat the keywords in your...
<ul><li>Step 3: The Landing Page </li></ul><ul><li>Don’t Just send them to your homepage </li></ul><ul><li>Make it easy to...
Email Marketing
Email Marketing <ul><li>Email Marketing works best where: </li></ul><ul><ul><li>You can build a list of regular buyers (If...
Email Marketing <ul><li>Start Building Your List Today </li></ul><ul><li>Offer incentives to sign up </li></ul><ul><ul><li...
Email Marketing <ul><li>Keep It simple </li></ul><ul><li>Few Messages </li></ul><ul><li>Make it useful for your reader, th...
Affiliate Partnerships
Affiliate Partnerships <ul><li>Online tracking means that your advertising can followed through click by click from anothe...
Affiliate Partnerships
Affiliate Partnerships <ul><li>Online affiliate partnerships work best where </li></ul><ul><li>You sell online </li></ul><...
Affiliate Partnerships <ul><li>A few food companies using this channel include: </li></ul><ul><ul><li>Abel & Cole </li></u...
Summary <ul><li>Your Website is your only piece of marketing investment that is available worldwide, 24/7 </li></ul><ul><u...
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Fine Foods Fair 2008 - Web Marketing : Alternative Ways To Attract Business

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A presentation by Domenica di Lieto to introduce small food companies to more ways to develop leads & business via their websites

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  • Fine Foods Fair 2008 - Web Marketing : Alternative Ways To Attract Business

    1. 1. Web Marketing: Alternative Ways to Attract Business Domenica Di Lieto Commercial Director - Shine Marketing
    2. 2. Web Marketing: Alternative Ways to Attract Business <ul><li>Importance of the web in capitalising on opportunities </li></ul><ul><li>How to make your website your most important marketing tool </li></ul><ul><li>4 routes to grow business </li></ul><ul><ul><li>Search Engine Optimisation </li></ul></ul><ul><ul><li>Pay-Per-Click Advertising </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Affiliate Partnerships </li></ul></ul>
    3. 3. Capitalising on web opportunities <ul><li>Your website is often the first contact a buyer will have with your brand – does your website reflect your brand and what you have to offer? </li></ul><ul><li>Your website is a 24/7 sales opportunity. If you are not selling online, why not? </li></ul><ul><li>All marketing; PR, sale promotion, advertising and direct mail will lead the respondent back to your website- Are all your messages consistent? </li></ul><ul><li>72% use the internet to research products -that’s wholesalers, retailers and customers. Would they be able to find you? </li></ul>
    4. 4. How to make your website your most important marketing tool <ul><li>You have invested heavily in packaging- does your web design reflect this? </li></ul><ul><li>Do you regularly update your website with new products, press releases, advice, recipes and encourage visitors to come back? </li></ul><ul><li>Do you use your website to track all your marketing activity to measure true ROI? </li></ul><ul><li>What tracking do you have in place in order to measure web traffic? </li></ul>
    5. 5. 4 Ways to Grow Your Business Online <ul><li>Search Engines </li></ul><ul><li>Pay Per Click Advertising </li></ul><ul><li>Email Marketing </li></ul><ul><li>Affiliate Partnerships </li></ul>
    6. 6. Search Engine Optimisation
    7. 7. What phrases do you want to rank for? <ul><li>What phrases are people actually using to find you and your competitors? </li></ul><ul><li>Some UK Search numbers from August: </li></ul><ul><ul><li>Organic Chocolate 2,900 </li></ul></ul><ul><ul><li>Belgian Chocolate 4,400 </li></ul></ul><ul><ul><li>White Chocolate 33,100 (source Google Keyword Tool) </li></ul></ul>
    8. 8. Making your website more visible? <ul><li>So you are going to invest in your website, how can you ensure buyers can find it and you? </li></ul><ul><li>You need a website that search engines can read and understand </li></ul><ul><li>It needs to reflect your brand, but also have enough useful copy that can be read by Google </li></ul><ul><li>You need to show authority in your subject – Google looks for similar sites linking to yours. </li></ul>
    9. 9. Ranking Well in Google <ul><li>Top ranking sites have 3 things in common </li></ul><ul><li>Readable by search engines </li></ul><ul><li>Useful content </li></ul><ul><li>Lots of links from other websites </li></ul>
    10. 10. ‘Readable by Google’ <ul><li>Quality images, but also plenty of text </li></ul><ul><li>Google is not very good at understanding pictures, no matter how beautiful! </li></ul>
    11. 11. ‘Useful Content’ <ul><li>Green & Blacks has a wealth of background information </li></ul><ul><ul><li>Recipes </li></ul></ul><ul><ul><li>History of the brand </li></ul></ul><ul><ul><li>Trade Opportunities </li></ul></ul><ul><ul><li>The manufacturing process </li></ul></ul>
    12. 12. ‘Links from Other sites’ <ul><li>Green & Blacks has over 3,000 links from other websites </li></ul><ul><li>Other Sites in their own group </li></ul><ul><li>BBC News </li></ul><ul><li>Blogs and niche sites </li></ul>
    13. 13. Pay Per Click Advertising
    14. 14. Pay Per Click Advertising
    15. 15. Pay Per Click Advertising <ul><li>Pay Per Click advertising works best where: </li></ul><ul><ul><li>You sell direct to the consumer </li></ul></ul><ul><ul><li>Have demand for the type of products you sell </li></ul></ul><ul><ul><li>Have reasonably high margins per order (e.g. £10 +) </li></ul></ul>
    16. 16. <ul><li>Step 1: The Keywords </li></ul><ul><li>What are people looking for? </li></ul><ul><li>Use tools like ‘Google Adwords Keyword Tool to help </li></ul>Pay Per Click Advertising
    17. 17. <ul><li>Step 2: The Advert </li></ul><ul><li>Make sure it matches the search </li></ul><ul><li>Repeat the keywords in your ad </li></ul><ul><li>State Benefits on your advert </li></ul>Pay Per Click Advertising
    18. 18. <ul><li>Step 3: The Landing Page </li></ul><ul><li>Don’t Just send them to your homepage </li></ul><ul><li>Make it easy to buy / contact you </li></ul>Pay Per Click Advertising
    19. 19. Email Marketing
    20. 20. Email Marketing <ul><li>Email Marketing works best where: </li></ul><ul><ul><li>You can build a list of regular buyers (If not start today!) </li></ul></ul><ul><ul><li>You have frequent repeat purchase or predictable seasons (Xmas & Valentines) </li></ul></ul><ul><ul><li>Works very well for short-term offers, clearance, last-minute sales. </li></ul></ul>
    21. 21. Email Marketing <ul><li>Start Building Your List Today </li></ul><ul><li>Offer incentives to sign up </li></ul><ul><ul><li>Future offers </li></ul></ul><ul><ul><li>Recipe lists to download </li></ul></ul><ul><ul><li>Discount codes </li></ul></ul>
    22. 22. Email Marketing <ul><li>Keep It simple </li></ul><ul><li>Few Messages </li></ul><ul><li>Make it useful for your reader, the ‘So What?’ factor is very high when reading emails. </li></ul><ul><li>Give useful tips, funny stories and take time to build a personality for your brand. </li></ul><ul><li>Works as well for businesses as consumers </li></ul>
    23. 23. Affiliate Partnerships
    24. 24. Affiliate Partnerships <ul><li>Online tracking means that your advertising can followed through click by click from another site to your order page </li></ul><ul><li>Other sites can now be paid on a commission basis for promoting you. </li></ul>
    25. 25. Affiliate Partnerships
    26. 26. Affiliate Partnerships <ul><li>Online affiliate partnerships work best where </li></ul><ul><li>You sell online </li></ul><ul><li>You have already proven your online business model </li></ul><ul><ul><li>(50-100K sales p.a. minimum) </li></ul></ul>
    27. 27. Affiliate Partnerships <ul><li>A few food companies using this channel include: </li></ul><ul><ul><li>Abel & Cole </li></ul></ul><ul><ul><li>Virginia Hayward </li></ul></ul><ul><ul><li>Direct Wines (inc Laithwaites & Sunday Times) </li></ul></ul><ul><ul><li>Green & Blacks </li></ul></ul><ul><ul><li>Natoora Farmers Market </li></ul></ul>
    28. 28. Summary <ul><li>Your Website is your only piece of marketing investment that is available worldwide, 24/7 </li></ul><ul><ul><li>Make sure it reflects your brand </li></ul></ul><ul><ul><li>Make sure it can be found </li></ul></ul><ul><ul><li>Use it to develop prospect & customer lists </li></ul></ul><ul><ul><li>You don’t need huge budgets to get the basics right. </li></ul></ul>

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