Roadmap to successful we presence and online marketing jck 2013


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The keys to online success for jewelers? Having a responsive website and investing in targeted social media advertising, according to Alex Fetanat’s “Roadmap to Successful Web Presence and Online Marketing” seminar Thursday, May 30, at JCK Las Vegas.

Fetanat, CEO of GemFind said a jeweler’s website should be more than just a digital business card; rather, it should be an interactive destination where customers can get educated, browse for product, and buy into your store’s credibility enough to visit it in person

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Roadmap to successful we presence and online marketing jck 2013

  1. 1. Roadmapto Successful Web Presenceand Online MarketingALEX FETANAT, FOUNDER/CEO
  2. 2. • Today, almost everybusiness, has some kind ofwebsite. (45% still don‟t!!)• Just having a website isntenough anymore.• The marketing world as weknow it has dramaticallychanged over the lastseveral years .THE DIGITAL MARKETING
  3. 3. WHAT IS ONLINE MARKETING?• In its simplest form, the term onlinemarketing refers to using the power ofInternet advertising to generate aresponse from your audience.• The Internet has now become a primarytool for the delivery of information• Online marketing is more convenient,affordable, and provides the opportunityfor companies to track results as acampaign progresses.• Online marketing allows even thesmallest of companies to compete in aglobal marketplace.
  4. 4. • The Internet has now become aprimary tool for the delivery ofinformation• Your customers are researchingyour products online, they arecomparison shopping and visitingyour competitor’s websites.• Customers now expect instantonline access to your companyinformation, services and yourproducts.• Research and purchase now takeplace at accelerated speed.EVERY BUSINESS NEEDS ANONLINE MARKETING STRATEGY
  5. 5. • 78% of internet consumers start product research online months inadvance of their purchase.• Surprisingly, an estimated 45%-50% of businesses still don’t even have adecent website.• Customers don’t want to be sold to, they want to educate themselvesand make the buying decision.• In the 25-34 year old age group, 84% leave a website they previouslyliked because of bad user experience or advertising they found irrelevant.• 83% of businesses and marketers now say that Facebook and othersocial media are “critical” or “important” to their business marketingefforts. The key is it’s a place to build relationships just like offlinenetworking.• A proper web optimization campaign can cost as much as 62% less perlead than traditional marketing efforts.THE FACTS
  6. 6. The ultimate goal of your OnlineMarketing plan should be to:• Drive traffic to your website.• Capture leads.• Convert those leads intocustomers.• Create repeat and referralbusiness from thosecustomers.THE ULTIMATE GOAL…
  7. 7. • Designing a user focused website isthe most important element in onlinemarketing.• The goal of your website should be toconvert visitors into paying customers..• A well designed website suggests tovisitors that you take pride in yourbusiness and the way your site looks.• The design of your website is superimportant. Your success depends on it.START WITH YOUR WEBSITE!
  8. 8. Your website represents who you are and what you offer. When people see itfor the first time they’re thinking:– Am I in the right place?– Is this site credible?– Is it trustworthy?– Is this a professional company?– Is this company stable?– Does this site make me feel welcome?YOUR WEBSITE REPRESENTS WHO YOU ARE
  10. 10. Perhaps one of the biggest factors to keep visitors on your website is havinga good, solid navigation system. If people can’t find what they are lookingfor, they will give up and leave. Important factors in a site’s navigationinclude:• Keep the structure of your primary navigation simple• Include navigation in the footer• Use breadcrumbs on every page.• Include a Search box• Don’t dig too deep• Include links within your page copy• Avoid use of FlashNAVIGATION
  12. 12. • People dont want to be "sold" to.• Make it easy for your prospect to seethemselves buying your product.• Selling online is about education and clearcommunication.• Even though the purpose of a website is toprovide information about your products andservices, not everyone is ready to buy whenthey first hit your site.• Offer more than just product content. Providegood images, videos, and other forms ofcontent that is educational.• In product-specific content, write as if you arespeaking directly to your audience. Use wordslike “you,” and “we”. Be transparent. Makeyourself sound human.EDUCATE YOUR VISITORS
  13. 13. • What does "strategic content" mean? In a nutshell, it means creating contentthat drives the user to a specific goal.• Each and every page on your website should have one goal or desired task youwant users to take.• Your goals and desired tasks could be a number of things:• Getting your visitors to complete these desired tasks is the job of your content.Your content tells people what to do with your website.• Each word of your content should have a purpose. Remember, you are buildingtrust with your future customers. Trust = Sales.• Make your content easy to read. Make your paragraphs short.• Populate your website with products from your store and manufacturers anddesigners you carry. GemFind has a solution for that..STRATEGIC CONTENT
  14. 14. A call to action, or CTA, is a banner, button, or sometype of graphic or text on a website meant to prompt auser to click it and continue down a conversion funnel.The effect of a successful Call to Action (CTA) is to drivea visitor to take a desired action.– Make them bigger and bolder– Consider colors of the CTA,.– Offer CTAs that provide value,– Make the CTA look clickable.– Less is more– Test when possible.CALLS-TO-ACTION
  15. 15. • CTA Positioning - So you have Call-to-Actions, but how will people find them?• You want to think about where you will beplacing your CTAs. You don’t want toplace CTAs everywhere.• Consider this:• Segment your top-of-the-funnel and middle-of-the-funnel offers.• Place CTAs both above and below the fold.Placing CTAs above the fold is importantbecause that area of a page gets the mostviews. However, there are still other areas of apage to promote your CTAs. Add some at thebottom of pages and within body content.• Some studies suggest placing CTAs to theright of the page work better.CTA POSITIONING
  16. 16. Here are some reasons why you reallyneed a blog:– It creates fresh content and morepages of content– It helps establish you as an industryauthority and thought leader.– It helps drive more traffic and leadsback to your website.– It’s a great channel to converse andengage with your audience andcustomers.– It’s a great way to get valuableinbound links and traffic.Blogging isn„t as difficult as you think.BLOGGING
  17. 17. • Make sure that anyone visiting yourwebsite can view it no matter whatbrowser or application they are using.• In order to gain significant traffic, yoursite needs to be compatible withmultiple browsers and devices.• With growth in mobile phones andtablet devices, people are surfing theinternet more than ever before.• Make sure to get some of thoseviewsby allowing everyone to viewyour site, no matter what kind ofsystem they run or which browser theyuse.• Responsive websites are a must..ACCESSIBILITY
  18. 18. • Definition: Search engine optimization (SEO) isthe process of affecting the visibility of a websiteor a web page in a search engine’s “natural” orun-paid (“organic”) search results• SEO is an absolute must-have to any websitestrategy, but it takes hard work and consistencywhen aiming for the top spot. These tips willhelp get you on your way to increasing yourorganic (non-paid) search engine rankings.• Find keywords that best suit your business andstart working on them. Build content aroundthese search• How fast you climb in ranking depends on anumber of factors:– Strength of your competition.– Quality of the content on your website.– Number and quality of backlinks pointing back toyour website.– On-page SEO and clean code.SEARCH ENGINE OPTIMIZATION
  19. 19. On-Page SEO consists of placing your mostimportant keywords within the contentelements of your actual pages. Often timeson-page SEO is referred to as “keyworddensity.”•Some Pointers:– Pick a primary keyword for eachpage and focus on optimizing thatpage for that word.– Place your primary keywords inyour headline and sub-headline.– Include the keywords in the bodycontent but dont use them out ofcontext.– Include keywords in the file nameof images (e.g. threestonering.jpg)– Include the keywords in the pageURL– And lastly, write for humans first,search engines second.ON-PAGE SEO
  20. 20. • Every website on the internet has thegoal of reaching the #1 position insearch engines but because there isonly one top spot per keyword phrase,not everyone can make it.• Off-Page SEO is about buildinginbound links, essentially gettingother quality websites to link back toyou.• Link building, when done right, isn’teasy since adding links to otherwebsites is sometimes out of yourcontrol.OFF-PAGE SEO
  21. 21. • Create high-quality, educational orentertaining content. Make sure yourcontents are sharable.• Submit your website to onlinedirectories• Write guest posts for other blogs. Thisis a win-win for both parties. Peoplewill want extra (quality) content fromothers and in exchange, it’s a greatway to build inbound links.• Researching link building opportunitieswith other websites, but always checkthe authority of the websites that youare trying to get links from.LINK BUILDING
  22. 22. • Make sure to havesocial sharing on allproducts• Display link to yourFace book..• Include Multiple SocialMedia Channels• When products areshared more, morepeople land on thatpage..SOCIAL SHARING
  23. 23. • Definition: Social media refers to themeans of interactions among people inwhich they create, share, and exchangeinformation and ideas in virtual communitiesand• The entire goal of your social mediastrategy should be to get people to yourwebsite by expanding your sphere ofinfluence.• The number one mistake we see businessowners make is spending too much time onsocial media. If you are spending all day onTwitter and Facebook how much time areyou spending on your business? Use socialmedia to spread the word.• Focus on your business, let social mediaspread your communications.SOCIAL MEDIA
  24. 24. Email Marketing• Focus on an opt-in strategy. if you‟re buyingemail lists and spamming your prospects,no one will want to share your email withothers. They will only want to unsubscribe!The first step to email lead generation is tomake sure you have happy subscribers thatenjoy receiving emails from you.• Send people valuable offers. if you send reallyinteresting or valued offers - whether it‟sdownloads, discounts or educationalcontent, people will more likely share youremails with their friends or colleagues.• Give people the tools to share. Don‟t forget toadd a “forward to a Friend” link or socialmedia sharing buttons within each email sopeople are encouraged to pass it on.
  25. 25. • Normally 5% to 7% of yourrevenue should be devoted tooverall marketing• Out of that, at least 25% to30% should go towards onlinemarketing the first year• Measure the success of youronline marketing efforts at theend of the first year• Increase or reallocate andadjust that budget thepreceding years.01020304050607080901st Qtr 2nd Qtr 3rd Qtr 4th QtrWHAT SHOULD BE THE MARKETING BUDGET
  26. 26. THE INTERNET HAS CHANGED EVERYTHING.Internet usage is growing rapidly and you need to be there when potentialbuyers come looking. A business website may be the most important factorin your marketing strategy, but it’s more than just having a website, it’s theintegration of SEO, social media, blogging, content, CTAs and landingpages that will drive traffic, leads and sales. After all, these are thecomponents that generate sales and revenue for your business.Online marketing is the key to filling your sales funnel with qualified leadsand your website is where education, engagement and conversiontake place.CONCLUSION
  27. 27. QUESTIONS?GemFind 800-373-7373