Selling online-Davenpor WA

Selling and
Making Money
Online
NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co

November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging
community
Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country
0 page views per month 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 Twitter followers 12500 Twitter followers
0 Linkedin Connections 3000 local Linkedin Connections
0 YouTube Videos 160 Videos (15,000 views)
0 Blog posts 500 posts
The Story from click to mortar
NectarMedia | Nectar Tasting Room | Nectar Wine and Beer| @nectarmedia | mayhem@nectarmedia.co

•5 Wineries 40 Wines 1 Location
•Co-op business model
•Event facility (3000 sq ft)
•Future expansion
•Voted “Best new biz in 2011”
•Featured in Alaska Airlines
Magazine and on MSNBC.com

•Author
•Seminar Leader
•Consultant
•Build affordable template based web sites
•Manage businesses online content

•Wine and beer specialty shop in Kendall Yards

•Specialty and custom catering
•Weddings, events, corporate lunches
and holiday parties
•Soon to be rebranded as “Nectar
Catering and Events”
•Over 30 weddings in 2015

7 Essentials
The Pillars of Trust
Tools & Infrastructure
Promotion
•Social Promotion
•Blog
•Facebook ads
•Google adwords
Platform Examples
•Own site
•Etsy
•Amazon
Today’s Agenda

SUBJECT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com
7 Essentials to Establishing Expertise
What do you like to:
•Learn
•Excel at
•Preach
•Make money from

SUBJECT
STORIES
•Credibility
•Connection
•Struggle
•Challenges

SUBJECT
STORIES
STRATEGIES
•How to
•High performance

SUBJECT
STORIES
STRATEGIES
SALEABLE PRODUCT
•Books
•eBooks
•Audio
•DVD
•Webcasts
•Webinars
•Seminars
•Online Courses
•Coaching
•Masterminds
•Speaking

SUBJECT
STORIES
STRATEGIES
SALEABLE PRODUCT
SALES PROCESS
•Online
•Add value
•Website
•Capture leads

SUBJECT
STORIES
STRATEGIES
SALEABLE PRODUCT
SALES PROCESS
SOCIAL PRESENCE
•Added trust
•Marketing
•Connection
•Ambassadors

SUBJECT
STORIES
STRATEGIES
SALEABLE PRODUCT
SALES PROCESS
SOCIAL PRESENCE
SYSTEM & STRUCTURE
•Shopping cart
•Auto responder
•Email system

RESEARCH
The Pillars of Trust
You don’t always
have to have the
results – having
the knowledge
establishes trust

RESEARCH
Proven results
establish trust
and credibility
RESULTS

RESEARCH
Research and
results can lead
to being a role
model which is
an ultimate
credibility and
trust builder
ROLEMODEL
RESULTS

Perspective
Philosophy
Personal Path
Position (title)
Popularity
Partnerships
The Credibility Factor
Progress
Praise
Press
Paying Clients
Promotions
Product

The Path to Cash
• Who is your customer?Target Your Customer
• Where do they buy and from who?
Understand buying
behavior / competition
• Build trust and credibilityBuild a relevant brand
• Develop the product to sell
Product / Program /
Service
• What is the system of salesBuild Infrastructure

Q&A

The Tools & Infrastructure
Platform
•Website
•Shopping Cart
•Shopping Network (ie Etsy)
Conversion Strategy
•Email list builder
•Promo codes
Credit Card processor
•Built into several platforms
Bank account (so you can get paid)

Key Tools for Success
Tool Description Cost
WebChimp.com Email marketing and contact management Free and up
ConstantContact.com Email marketing and contact management Free and up
Storm (from
Rainmaker)
Email marketing and contact management $30 / mo
1ShoppingCart.com Manage your payments and product $39 / mo
and up
Shopify Manage your payments and products $39 / mo
and up
Etsy Manage your payments and products 3.5% fee
Amazon Manage your payments and products 14% fee
Square Manage your payments and products 3.5% fee
Authorize.net Payment processing Varies
Paypal Payment processing Free and up

Key Tools for Success
PRODUCT PLATFORM PROMO PAYMENT

How Do Customers Find You?
•1.2 billion accounts
•405 minutes month
•Engage
•600 million accounts
•30 minutes month
•Conversation
•10 minutes month
•Search Engines
•Drives web traffic
•17 minutes month
•Professional /Resume
•Attention

Time to Think ROA
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“Attention is the
currency of social
media. Capturing
attention leads to
awareness and
then action.”
What is your
RETURN ON
ATTENTION?

How Do Customers Find You?

How to blog

Content is KING
•Content has so much positive upside
•SEO
•SEM
•Establish expertise
•Repeat visits
•Trust
How to blog: Content

Where to get blog ideas
•Analytics – Look what key
words people are using to get
to your web site now
•Keyword Trackers
http://www.keyworddiscovery.com
http://www.delicious.com
(tags search)

Where to get blog ideas
•http://quora.com
•Also
Yahoo answers
Facebook Questions
Twitter search
Poll your readers

• Company events/dates
• Industry events/dates
• Local events/dates
• Schedule “anchor” posts
Annual spring sale, big fundraiser
Music expo, Grammy awards
Concerts, guitar classes
How to choose a guitar, chords, maintaining your guitar
How to blog: Calendar

How to blog: SEO
THINK SEO
•KEYWORDS KEYWORDS KEYWORDS
•Title (90 characters)
•First Paragraph (220 characters)
•Link titles
•Image titles
•Video titles
•Original content
•Inbound Links

Six Essentials to More Web Traffic
CONTENT
•Keywords
•Metadata
•Pictures/Vids
FEATURED
•Guest blog
•Easy Linkbacks
•Added content
•Reciprocity
SPONSORED
•Pay to play
•Partnerships
•Don’t give it all
away…linkback
AFFILIATE
•Fee based
cross promotion
•Great revenue
and SEO source
PAID
•Google ads
•Facebook ads
•PPC
SOCIAL
•Social networks
•Don’t neglect
email mktg

Why Facebook Advertising Works
1. Highly Targeted
2. Cheap
3. They Work
4. Everyone is On It
5. You Can Track Everything
“77% of business to consumer
companies have acquired
customers directly through
social media. “
If you wanted, you could
specifically target 29-year-old,
male, Alaskan, Taylor Swift fans,
who work in finance and buy
fishing gear.
“One out of every five page
views on the internet is
Facebook“

Engage
Understanding Facebook Algorithm

Engage
Understanding Facebook Algorithm
A brand that does not focus on
engaging and consistent content gets
lost among the thousands of posts
that Facebook can serve to its
audience

Declining Reach

What Do You Do Now?
1. Deal with the new reality.
2. Diversify your social
strategy
3. Be intentional and
strategic with Facebook
activity
4. Boost posts and
occasional Facebook ads

Facebook
“Placing ads on Facebook
provides one of the most
targeted advertising
opportunities today”
GROWTH

Facebook
1. Auction Style
2. Bidding on likes and
interests
3. CPC (Cost per click)
4. CPM (Cost per 1,000
impressions)
5. Engagement Ads (likes)
6. Sponsored Stories
7. Sponsored Offers
GROWTH

Facebook
URL
Facebook Page
Facebook Event
GROWTH

Facebook
Promote page in
general, will also
include sponsored
stories if selected
ENGAGEMENT AD
GROWTH

Facebook
Can boost individual posts from the admin channel too. SPONSORED STORY
GROWTH

Facebook
Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD
GROWTH

Facebook GROWTH
Designing Your Ad
1. What are your goals?
2. What is the duration?
3. What is the budget?
4. Ad Design & Targeting
5. Click through Threshold
6. Conversion Rates
Try multiple ad variations to test what works and
what doesn’t. Change one variable for testing

Facebook GROWTH
Designing Your Ad
25 Characters. No
abbreviations or excessive
capitalization allowed
Ask question, offer value,
solve a problem, call to action
90 characters with correct
grammar, no abbreviations,
symbols or characters.
Answer what’s in it for me.
Call to action.
1200 x 444 pixels
Less than 20% text
*TIP – use the picture area to
add words to your add. “Save
Now” “Get it Here” “Like us
today”

Facebook GROWTH
Targeting
Facebook provides
powerful targeting
features to get as
narrow of an audience
as you need

Facebook GROWTH
Targeting
Location – Age- Gender – Interests

Facebook GROWTH
Targeting
Connections – Relationship Status
Languages – Education - Workplaces

Facebook GROWTH
Campaign, Pricing & Scheduling

Facebook GROWTH
Use the Manage Ads Dashboard

Facebook GROWTH
7 Tips for Using Facebook Advertising
1. Take advantage of ads, but don’t forget about
your daily page management
2. Rotate your creative (text and images)
3. Use text in your image (less than 20%)
4. Set objectives and prepare your attack
5. Newsfeed placement should be ½ your budget
6. Use targeting but not to extremes
7. Produce and experiment with several ads

Platforms
YOUR OWN WEBSITE
Low Cost – grass roots exposure
AMAZON
High cost (14%) but high exposure
ETSY
Low Cost and niche to craft
SHOPIFY (and others)
Mid-Cost and highly functional

Platforms
Example: Rioseasoning.com
Locally made spices
Paypal
Created PayPal account for
fulfillment purposes. Low cost,
easy to implement.

Platforms
Amazon.com/Sell
Create an account, become
verified, add product and fulfill
orders
High cost / high exposure
14% (and up) of sale price plus
monthly fees

Platforms
Etsy.com/shop/hartfeltdecor
Create an account, become
verified, add product and
fulfill orders
Low cost/ Niche site
3.5% of sale price. No
monthly fees. Niche craft
focused shopping cart

Platforms
Stand alone site or Shopping
Cart for Existing website
Create an account, select
pricing package, select
theme, add product, fulfill
sales

Platforms
Common to all
platforms
•Create account
•Choose payment level
•Build profile
•Add product
•Focus on search and
keyword in descriptions
•Promote

Contact Info
JOSH WADE
mayhem@nectarmedia.co
SLIDES: slideshare.net/nectarmedia
http://nectartastingroom.com
http://nectarkendallyards.com
http://nectarmedia.co
http://justacoupleofmoms.com
@nectarmedia
Facebook.com/nectarmedia
YouTube.com/nectarmedia

Selling online-Davenpor WA

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