Introduction to etailing plus other resources all for #smallbiz

1. http://go.unl.edu/etailing
UNL Extension
Connie Hancock – chancock1@unl.edu
Jay Jenkins – jjenkins2@unl.edu
Dennis Kahl - dkahl@unl.edu
NDSU Extension
Glenn Muske - glenn.muske@ndsu.edu

2. The Starting Point
“Build it and they will come”
doesn’t work
-Didn’t work for brick and mortar – Won’t
work for ecommerce

3. Why be concerned?
• In 2013, retail sales overall were flat.
– Yet, digital sales grew by double digits
– 2014 - $250 billion in estimated online sales
• And eTailing is much more than
sales!!

4. eCommerce
• A way to bring the customer to your
• It’s where people are
• It influences purchasing behavior
– Forrester Research – Today’s buyer is often 2/3 to
90% of the way through the decision making
process before they ever interact with a person
– Got there by gathering information online
• Includes while they are standing in your store
• Growth seen in all demographic categories

6. The Bottom Line
In today’s connected world,
eTailing is not an option –
IT IS ESSENTIAL!

7. eTailing:
Taking Charge of Your Online Presence
• Focus
– Content + Community + Commerce = eTailing
• Sections
- Lay the Groundwork - Effective Content Creation
- Plan Your Website - Online Marketing
- Your Front Door - Trends
• And it’s self-guided and FREE -
http://go.unl.edu/etailing

8. Your Online Marketing Effort
It must be part of your overall marketing strategy.

9. Online Marketing Keys
• Content is king
• Distribution is queen
• And action trumps them all.
– Action rarely happens if the consumer:
• Doesn’t know where to go (landing pages)
• Isn’t asked to do anything (Call-to-action)

10. Landing Page defined
• “…a web page that allows you to capture a
visitor’s information through a lead-capture
form.”
Hubspot

12. Improving Your CTA
• What do you want customers to do
• Create the Hook
– What’s in it for me?
• Give your customers a reason to act
– Provide the sense of urgency
• Optimize CTA
• Consistent presentation
• Test and Measure
http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-to-
action/

13. • https://squareup.com/

14. How to get started
• Offer something for free
– If value is there – the customer will take action
Download
Buy
Find
Get
Order
Purchase
Review
Shop
Call to Actions
More information on marketing – Entrepreneurs and Their Communities
webinar – Crafting a Consistent Marketing Message -
https://learn.extension.org/events/1394#.U58C5LUo5aQ

15. Community
• Reviews
– People are sharing product and service recommendations online every
minute of every day - Stephanie Abrams and Courtney Spritzer
• Engagement
– You Community +
– Community You
• Reputation and Brand
• Get on the map
• Get social

16. http://go.unl.edu/etailing
Let’s take a tour!

17. Trends
• Location-based
• Showrooming
• Combinations
– In-store pick-up
– In-store kiosks
• Vehicles
– Car & Driver – “In 5 years, nearly 25% of cars will be
connected to the Internet”
• Visual
• Cloud

18. Final Thoughts
• It’s a tool
– Examine ROI
• Privacy and Security remain key
• IT WILL CHANGE!

19. Resources
• Power of Business
– http://powerofbusiness.net/
• Engage business owners and expand their networks
allowing for shared learning and problem solving
• Find Live Chats, Blog, Newsletter, and Tips
• Entrepreneurs and Their Communities
– https://www.extension.org/entrepreneurship
• UNL Huskerpreneur
– http://huskerpreneur.wordpress.com/
• NDSU Small Business
– http://www.ag.ndsu.edu/smallbusiness

20. Other Online Curriculums
Direct Marketing of
Food Specialty
Products
http://go.unl.edu/directmarketingfood
Marketing Agritourism
Online
http://go.unl.edu/agritourism

21. http://go.unl.edu/etailing
UNL Extension
Connie Hancock – chancock1@unl.edu
Jay Jenkins – jjenkins2@unl.edu
Dennis Kahl - dkahl@unl.edu
NDSU Extension
Glenn Muske - glenn.muske@ndsu.edu