Ecomm Academy - Web 2.0 for Small Business


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A Web 2.0 primer for small businesses.

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Ecomm Academy - Web 2.0 for Small Business

  1. 1. E-Comm Academy Web 2.0 for Small Business Steve Kennedy
  2. 2. Multi-Channel Marketing <ul><li>Multi-channel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores. For manufacturers, multichannel marketing also includes the use of partners, sometimes known as channels, who market directly to the customer as consultants, dealers or retailers. </li></ul><ul><ul><li>Eddie Bauer is sometimes used as an example of a multichannel marketer that offers &quot;brick, click, and flip&quot; - retail stores, Web site, and catalogs. At least one study says that customers of multichannel companies spend 30% more than customers of one-channel companies. </li></ul></ul><ul><ul><li>Multi-channel tactics offer the greatest opportunity to boost sales, enhance branding, encourage customer loyalty and reduce costs. </li></ul></ul>
  3. 3. Multi-Channel Marketing <ul><li>eBay Auctions / eBay Store </li></ul><ul><li>Amazon </li></ul><ul><li>Overstock </li></ul><ul><li>Web Site </li></ul><ul><li>Social Networking </li></ul><ul><li>Business Blogging </li></ul>
  4. 4. Multi-Channel Marketing <ul><li>Affiliate Marketing </li></ul><ul><li>Pay Per Click Advertising </li></ul><ul><li>Worldwide Brands </li></ul><ul><li>Google Product Search (Froogle) </li></ul><ul><li>Deal-a-Day Sites </li></ul><ul><li>E-Mail Marketing </li></ul>
  5. 5. Multi-Channel Marketing <ul><li>Direct Mail </li></ul><ul><li>Multi-Media Advertisement </li></ul><ul><li>Trade Shows </li></ul><ul><li>Company Stores </li></ul><ul><li>Franchising </li></ul><ul><li>Customer Relationship Management </li></ul>
  6. 6. Auctions – Use current low priced store items as auctions to drive traffic to your eBay store and web site. When people do a search store listings will show up below the auctions when there are less than 30 listings.
  7. 7. eBay Store – Sell higher priced items at retail in the store. Use custom store pages to drive traffic to your web site. Think of your eBay store as a marketing tool, not just a sales tool. Customers would rather buy from the manufacturer than from an average seller.
  8. 8. <ul><li>Accounting Assistant – Quickbooks </li></ul><ul><li>File Management Center </li></ul><ul><li>Sales Reports </li></ul><ul><li>Selling Manager Pro </li></ul><ul><li>Check Want it Now </li></ul><ul><li>Ship worldwide </li></ul>
  9. 9. <ul><li>Use custom store pages to share information with your customers and market your products </li></ul><ul><li>Write eBay Reviews and Guides </li></ul><ul><li>Start an eBay blog </li></ul><ul><li>Participate in eBay forums – Use signature banner </li></ul><ul><li>eBay Giving Works – Cause-related marketing </li></ul><ul><li>Use listing software to automate tasks – </li></ul><ul><ul><li>Auctiva, InkFrog, Seller Source Book </li></ul></ul><ul><ul><li>Channel Advisor, Infopia </li></ul></ul>
  10. 10. <ul><li>Amazon Auctions </li></ul><ul><ul><li>Offer products at auction </li></ul></ul><ul><li> Marketplace </li></ul><ul><ul><li>Pro Merchant Program - $39.99 month </li></ul></ul><ul><ul><li>Offer fixed price products on </li></ul></ul>
  11. 11. <ul><li>Overstock Auctions </li></ul><ul><ul><li>Offer products at auction </li></ul></ul><ul><li>Wholesale sales to Overstock </li></ul>
  12. 12. Social Marketing <ul><li>You Tube </li></ul><ul><ul><li>Promotional video </li></ul></ul><ul><ul><li>Instructional video </li></ul></ul><ul><li>My Space/FaceBook </li></ul><ul><ul><li>Start or join groups to interact with “friends” </li></ul></ul>
  13. 13. Business Blogging <ul><li>Cheap and easy way to disseminate product information </li></ul><ul><li>Communicate directly with customers and prospects </li></ul><ul><li>Infuses web site with fresh content which helps search engine rankings </li></ul><ul><li>Google AdSense – generate revenue with content-related ads </li></ul><ul><li>Bloglines – get daily blog updates via RSS feeds </li></ul>
  14. 14. Business Blogging <ul><li>Viral marketing – others talk about your product in their blogs </li></ul><ul><li>Encourage customers to share their experience using your products </li></ul><ul><li>Search </li></ul><ul><li>Enter comments on blogs – people love comments! </li></ul><ul><li>Sign up for Google Alert program </li></ul>
  15. 15. Business Blogging <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>eBay </li></ul>
  16. 16. <ul><li>An advertiser, also known as a merchant or retailer, is a Web site or company that sells a product or service online, accepts payments and fulfills orders. </li></ul><ul><li>Advertisers partner with publishers to help promote their products and services. </li></ul><ul><li>Publishers place advertisers’ ads, text links, or product links on their Web sites or include them in e-mail campaigns and search listings in exchange for commissions on leads or sales. </li></ul>
  17. 17. Pay Per Click Advertising <ul><li>Google Ad Words </li></ul><ul><li>Yahoo Search Marketing </li></ul><ul><li>Microsoft Ad Center </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  18. 18. <ul><li>Drop Ship </li></ul><ul><li>Light Bulk </li></ul><ul><li>Volume Bulk </li></ul>
  19. 19. Google Tools <ul><li>Base </li></ul><ul><li>Images </li></ul><ul><li>Calendar </li></ul><ul><li>Maps </li></ul><ul><li>Earth </li></ul><ul><li>Blogger </li></ul><ul><li>Documents </li></ul><ul><li>Groups </li></ul><ul><li>Photos </li></ul><ul><li>Reader </li></ul><ul><li>Gmail </li></ul><ul><li>iGoogle </li></ul><ul><li>Talk </li></ul><ul><li>Analytics </li></ul><ul><li>Notebook </li></ul>
  20. 20. Deal a Day <ul><li>Amazon Gold Box </li></ul><ul><li> Deal of the Day </li></ul><ul><li> </li></ul>
  21. 21. E –Mail Marketing <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>eBay Store E-Mail </li></ul>
  22. 22. Direct Mail Marketing <ul><li>Outsource </li></ul><ul><ul><li> </li></ul></ul><ul><li>Do it yourself </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  23. 23. Customer Relationship Management (CRM) <ul><li>Free CRM </li></ul><ul><li>ACT </li></ul><ul><li>Sugar CRM </li></ul><ul><li>Sales Force </li></ul><ul><li>Maximizer </li></ul><ul><li>Contact Plus </li></ul>
  24. 24. Other sites of interest <ul><li> </li></ul><ul><ul><li>Social networking </li></ul></ul><ul><li> </li></ul><ul><ul><li>User driven social content </li></ul></ul><ul><li> </li></ul><ul><ul><li>Share presentations (PowerPoint) </li></ul></ul><ul><li> </li></ul><ul><ul><li>Make slideshows </li></ul></ul>
  25. 25. Other sites of interest <ul><li> </li></ul><ul><ul><li>Online surveys </li></ul></ul><ul><li> </li></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><li> </li></ul><ul><ul><li>Slide shows with voice capability </li></ul></ul><ul><li> </li></ul><ul><ul><li>Online retailers association </li></ul></ul>
  26. 26. Other sites of interest <ul><li>Global Sources </li></ul><ul><ul><li>Manufacturers (China) </li></ul></ul><ul><li>Alibaba </li></ul><ul><ul><li>Manufacturers (China) </li></ul></ul><ul><li>Jott </li></ul><ul><ul><li>Email via cell phone </li></ul></ul><ul><li> </li></ul><ul><ul><li>Picture and hyperlink previews </li></ul></ul>
  27. 27. Other sites of interest <ul><li> </li></ul><ul><ul><li>Video sharing </li></ul></ul>