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PMA - Maximising Your Business Online
 

PMA - Maximising Your Business Online

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Presentation on Maximising Your Business Online to SME Photographic Retailers in Australia.

Presentation on Maximising Your Business Online to SME Photographic Retailers in Australia.

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    PMA - Maximising Your Business Online PMA - Maximising Your Business Online Presentation Transcript

    • Blue Skies
      State of the Industry:
      Consumption time online is greater than all other mediums: social media accounts for 60% of time online
      eCommerce is booming
      Search Advertising and Online Advertising are growing significantly
      Maximising Your Online Business
      PMA – June 3 2010
      Robert Beerworth – Managing Director
    • Blue Skies
      State of the Industry:
      Consumption time online is greater than all other mediums: social media accounts for 60% of time online
      eCommerce is booming
      Search Advertising and Online Advertising are growing significantly
    • What is online success?
      State of the Industry:
      We use online for... Everything.
      The world, really has changed and new wealth and opportunity is online.
    • Why are so many of us falling short?
      Total Confusion, especially around “Web 2.0” and Social Media.
      Poor Industry Advice and Guidance.
      Especially the web development industry
      We’re local, and the web isn’t.
      The website is the start and end of it.
      And the website has no traffic and no interest.
    • Why are so many of us falling short?
      Myth that if it is not eCommerce, there is no money or benefit to be made.
    • Is online too hard?
      Yes and no. It is no harder than any business/strategy.
      It takes a strategy, knowledge and a clear head.
    • Is the reward there?
      Yes and yes. Though the middle ground between success and failure is not that great.
      The website is pure science, not art: we can achieve anything online.
    • Let’s start with the basics.
      Introducing your new website.
      This is the centre of your investment online.
      Invest well and properly and you will receive reward: the Internet will do the hard work for you.
    • What are the keys to success?
      Whatever we do:
      We need a plan.
      We need traffic.
      We need usability.
    • What are the keys to success?
      Then we need a methodology:
      We need traffic.
      We then need to engage our traffic.
      We then need to convert our traffic.
      Make the website do something, not be something.
    • What are the keys to success?
      Build your website as a user, not a business.
    • What are the keys to success?
      Define your users and their requirements.
      Define your requirements: leads, downloads, phone calls, sales. Keep it simple and make every decision in-line with your goals.
      Marry your goals and user goals together.
      Don’t simply give them a page, and make them do the work. Drive them to your common goals.
    • What are the keys to success?
      Build a prototype and test it against your audience. Design buying funnels.
      NEVER start a website with designs.
      Outsource your content.
      Manage timeframes and have regular project drops.
    • What are the keys to success?
      No apologies: sell steak knives.
    • Miscellaneous Points.
      Only engage a great web developer: otherwise, you’ll be watching your competitors disappear into future.
      Don’t be driven by a Content Management System.
      Invest in rich content: video!
      Remove roadblocks.
      Build a database.
    • Miscellaneous Points.
      Avoid Flash.
      Traffic, traffic, traffic.
      Watch your conversion closely: refine performance marketing regularly.
      Syndicate your content: especially photography.
      Collect data appropriately and make your forms look fantastic.
    • Miscellaneous Points.
      Keep investing: you will be rewarded. If you stop, you’ll drop.
    • eCommerce...
      Some high level thoughts:
      Start small.
      Free Delivery.
      Great customer care.
      Bundle.
      Drive it through performance marketing.
      Get it up for Christmas!
    • eCommerce...
      Users love gift finders:
    • eCommerce...
    • Traffic...
      Traffic is the make or break, and the hardest part of the web today.
      You must plan and invest in an aggressive traffic strategy: otherwise, don’t bother.
      Organic traffic simply doesn’t exist anymore.
    • Traffic...
      A few traffic rules:
      You need lots
      It must always be increasing
      It must be cheap traffic
      It must be the right traffic
    • Traffic...
      Search Engine Optimisation
      Medium to long-term
      Expensive
      Lots of traffic
      Focus on long-tail
      Consider universal search
      Search Engine Marketing
      Google, Adwords, PPC etc
      Short-term
      Can be expensive
      Only works if they’re buying on the same day
      Tighten the buggery out of your campaigns and landing pages
      QoSearch
    • Traffic...
      Affiliate Marketing
      Short, Medium and Long-term
      Performance based
      Need a compelling offer for affiliates
      Let others do the heavy lifting
      dgmpro.com
      Coupons
      Short, Medium and Long-term
      Performance based
      Is discounting good?
    • Traffic...
      Email
      Short, Medium and Long-term
      Low-cost
      Captive audience
      You get what you put in
      Consider solus emails for once-off campaigns.
      Syndicate content
      Push your content out: especially video and imagery.
    • Traffic...
      Blogging
      An aggressive traffic strategy: SEO
      Must invest in seriously good (and rich) content for it to work
      Great for media/PR
      Make sure it is setup right
      Competitions
      Huge traffic drivers
      Make sure you target the right audience
    • Is Social Media where it’s at?
      More than likely, no.
      Very few businesses have been successful: those that have are exclusively large.
      It taps a passive market, and not an active: active users are those searching for you.
      Get your 101 in order first.
    • Is Social Media where it’s at?
      If you’re going to do it however...
      Define your plan and make sure it makes sense.
      Look to build lists/friends: these are the people you can later market to.
      Consider competitions and giveaways: these drive traffic and attention. Make it PMA specific.
    • Is mobile worth it?
      Yes and no. Get the 101 right.
      Get a page with your contact details up, especially for local search.
    • How do I measure this?
      At the bottom line. If it’s not working, it’s not the Internet: it’s you.
    • Integrate.
      All roads lead to roam: drive users to your website, where ever you find them.
      Encourage users to recommend you.
      Talk clearly and simply: add benefit to your users.
    • And in closing...
      Good luck. Once you get it, it’s like falling in love all over again.