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: info@superfastbusiness.co.uk
t: 0845 603 8593

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Superfast Business: A to Z of Selling Online 2014

  1. 1. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH A-Z of Selling Online Welcome
  2. 2. PLEASE! Do NOT turn off your phones… #A2ZEcommerce #thedigimarketplace
  3. 3. 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
  4. 4. 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
  5. 5. Prediction for 2014
  6. 6. Online Spend per shopper
  7. 7. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH Matt Young Cosmic Ethical IT
  8. 8. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH Driving Traffic to your Website (pt 1) Search Engine Optimisation
  9. 9. 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
  10. 10. People don’t always buy because they need something… A 6 letter word…
  11. 11. Desire
  12. 12. 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?
  13. 13. Advice for Services Appearance is critical, first impressions last Cheap products win on price Facebook – Integrity Reviews and Testimonials
  14. 14. SEO
  15. 15. Optimise for Reach Find customers you don’t already know…
  16. 16. Organic is still the number 1 driver of traffic
  17. 17. Google
  18. 18. How search works…
  19. 19. SERP – what is it?
  20. 20. 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
  21. 21. Typical Keywords Phrases • Best places to eat in Yeovil • Clothes shops in Yeovil • Somerset • Brown Shoes • Shoes for sale Somerset
  22. 22. Competitive pagesPopularity of searches How do we decide our keyword phrases?
  23. 23. 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
  24. 24. 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
  25. 25. Internal links • In line text • Anchor text • Hyperlink text
  26. 26. Fat Footers
  27. 27. 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
  28. 28. 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">
  29. 29. Google + But isn’t Google + a social media site?
  30. 30. Google Local – getting a pin on the map
  31. 31. 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
  32. 32. Back Links YOUR SITE THEIR SITE YOUR SITE THEIR SITE Reciprocal link One-way link
  33. 33. Page Rank
  34. 34. Check your back links www.backlinkwatch.com
  35. 35. Ugly
  36. 36. What about Authorship?
  37. 37. What about Penguins and Hummingbirds
  38. 38. • 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).
  39. 39. 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
  40. 40. 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
  41. 41. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH Coffee
  42. 42. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH Driving Traffic to your Website (Pt 2) Social Media
  43. 43. Which Platform?
  44. 44. Which Platform? • Facebook • Twitter • LinkedIn • Google + • Instagram, Pinterest, Vine, Myspace, Snapchat
  45. 45. 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
  46. 46. How many pages do you have?
  47. 47. 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 …
  48. 48. 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
  49. 49. 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
  50. 50. Video for customer support Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
  51. 51. Pinterest
  52. 52. 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
  53. 53. Case Study Broadway Books
  54. 54. Management
  55. 55. #Hashtags
  56. 56. #Hashtags cont… • #SBS – Small Business Sunday • #JournoRequest • Trending Topics (on Twitter)
  57. 57. Remember… Social media is not the answer… …it is just set of tools
  58. 58. Questions? Matt Young @Cosmic_Matty
  59. 59. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH Lunch
  60. 60. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH Peninsula Enterprise Contract Overview
  61. 61. Peninsula Enterprise & UK Trade & Investment
  62. 62. PART OF THE CITY DEAL PROGRAMME
  63. 63. 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?
  64. 64. 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
  65. 65. Contact Us • www.thedigitalmarketplace.co.uk • 0300 123 1043
  66. 66. • 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
  67. 67. 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)
  68. 68. 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
  69. 69. • 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
  70. 70. 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)
  71. 71. 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
  72. 72. Contact us www.get-up-to-speed.co.uk info@get-up-to-speed.co.uk
  73. 73. Part of the Rural Growth Network for Devon and Somerset
  74. 74. Business Enquiry Portal Business Support Women in Business Innovation Programme (Devon only)
  75. 75. 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
  76. 76. How to get in contact website www.Business-SupportSW.com email enquiries@business-supportsw.com tel. 0300 123 2007 Follow @RGNBizSW
  77. 77. 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.
  78. 78. 84 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
  79. 79. 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
  80. 80. 86 Unique global reach UKTI staff in British Embassies and Consulates in over 100 countries. Local knowledge and expertise on the ground.
  81. 81. 87 Help to…. • Undertake Market Research • Develop an International Sales Strategy • Visit & Develop New Markets • Improve International Communications / Website • Exhibit Overseas • Develop & Protect International IPR
  82. 82. 88 Contact UK Trade & Investment 01752 759897 Call international@uktisouthwest.org.uk www.ukti.gov.uk
  83. 83. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH Chloe Thomas
  84. 84. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH 5 Concepts that will make your eCommerce Business more Successful
  85. 85. Chloe Thomas
  86. 86. Since 2001 • Directly involved with over 50 eCommerce businesses • Project managed over 15 eCommerce site builds
  87. 87. The eCommerce MasterPlan Approach
  88. 88. 1 2 3 4 5
  89. 89. eCommerce, what is it? • a business • selling products or services • taking money online
  90. 90. Three Ways Customers Buy • Websites o Yours o Someone elses • Catalogues • Shops / Stalls
  91. 91. The 7 eCommerce Business Structures
  92. 92. 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)
  93. 93. 1 2 3 4 5
  94. 94. The Right Product Range Scale
  95. 95. Who’s At The Niche End
  96. 96. 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!
  97. 97. Why be Niche PRS? ● Search ● Content ● Clarity ● Social Media ● IDENTITY – products = brand ● Cheaper / easier customer acquisition ● Greater repeat purchases
  98. 98. 1 2 3 4 5
  99. 99. Differentiate Your Business USP: Unique Selling Proposition how you can stand out in your industry what makes you different?
  100. 100. The Strong eCommerce USPs ● Customer Service ● Knowledge and Information ● Customer Base ● Brand ● Delivery and Returns ● Products ● Price
  101. 101. Need to be Everywhere ● Products ● Pricing ● Marketing ● Despatch ● HR ● Finance
  102. 102. 1 2 3 4 5
  103. 103. What is your Website For? ● Displaying your products ● Enabling customers to buy your products ● Attracting search traffic ● Making your life easier ● Conversion Rate Optimisation
  104. 104. Conversion Rate Optimisation
  105. 105. Do you Need a Website?
  106. 106. Taking the Money Website Checkout Payment Gateway Merchant Account
  107. 107. 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
  108. 108. Website Rules ● Don't overspend ● Don't underspend ● Think navigation first ● Then think functionality ● Finally think design (look at Amazon and ebay)
  109. 109. 1 2 3 4 5
  110. 110. 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
  111. 111. The Product Mix ● Identify your product facets ● Analyse your sales ● Buy and select to fit customer demand
  112. 112. The Product Mix - Facets ● Margin ● Price point ● Size ● Colour ● Type ● Screen size ● Material ● It’s potentially endless!
  113. 113. 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%
  114. 114. 1 2 3 4 5
  115. 115. 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!
  116. 116. www.thedigitalmarketplace.co.uk 0300 123 1043 PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH

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