• Save
Fine Foods Fair 2008 - Web Marketing : Alternative Ways To Attract Business
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

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

  • 2,601 views
Uploaded on

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

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

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
2,601
On Slideshare
2,582
From Embeds
19
Number of Embeds
3

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 19

http://www.shine-marketing.co.uk 14
http://www.slideshare.net 4
https://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

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