E Marketing Your Wine Business (WOSA)

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E Marketing Your Wine Business (WOSA)

  1. 1. eMarketing Your Wine Business<br />Rob Stokes<br />Quirk eMarketing<br />
  2. 2. The 1973 Paris Tasting<br />
  3. 3. The vast majority of wine is not sold because it tastes good. It sells because it has a story.<br />
  4. 4. Internet and eMarketing create a unique opportunity to connect with more people with whom you can share your story<br />
  5. 5. eMarketing:<br />The process of marketing through a digital medium<br />
  6. 6.
  7. 7. It all starts with a website<br />
  8. 8. A hub to drive traffic to<br />
  9. 9. A medium through which you can communicate and build a relationship with your audience<br />
  10. 10. But it can’t just be any old website<br />
  11. 11. You MUST create an experience<br />
  12. 12. The internet can help you achieve this like never before<br />
  13. 13. But you need to adjust your mindset to embrace it<br />
  14. 14. Websites are no longer just brochures<br />
  15. 15. They should be built to attract, convert and retain customers<br />
  16. 16. Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere<br />Travelmole 2008<br />
  17. 17. Is your website THAT good?<br />
  18. 18. Our web development priorities<br />
  19. 19. 1. Usability and conversion oriented design<br />
  20. 20. Design sites for your users above all else<br />
  21. 21. Make sure they can find what they want quickly and easily<br />
  22. 22. Drive them towards YOUR desired goals<br />
  23. 23. Copy style:<br />
  24. 24. Allow the reader to get the gist of your message in a few seconds by merely scanning the page<br />
  25. 25. Pyramid style writing<br />
  26. 26. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking<br />
  27. 27. Have consistent Calls to Action<br />
  28. 28. Don’t make them think…<br />
  29. 29. Tell people to take the exact action you want them to perform in order to get the best response<br />
  30. 30. What not to do:<br />
  31. 31. Don’t resize windows or launch your site in a pop up<br />
  32. 32. No “splash” pages<br />
  33. 33. Don’t build flash sites unless you have a VERY good reason to. <br />Rather use flash elements within a page where relevant to illustrate a point<br />
  34. 34. Keep navigation basic, consistent and standardised<br />
  35. 35. Don’t distract users with Christmas trees<br /><ul><li>blinking images
  36. 36. flashing lights
  37. 37. automatic sound
  38. 38. scrolling text
  39. 39. unusual fonts</li></li></ul><li>Using Personas: critical for large sites<br />
  40. 40. 2. Search Engine Friendliness<br />
  41. 41. 1 Billion searches each day<br />
  42. 42. Either your business is there, or your competitors’ is –&gt; you choose<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47. Primary goal is for your site to be fully indexable and optimised around a set of well researched key phrases<br />
  48. 48. SEO Considerations for your site<br /><ul><li>The age of the domain
  49. 49. Links to the domain
  50. 50. Key phrases in URLs
  51. 51. Add regular fresh content
  52. 52. Text navigation is better than images
  53. 53. Offer RSS feeds (AND RSS to email)
  54. 54. Well indexed
  55. 55. Be remarkable - make your site a resource!
  56. 56. XML sitemap</li></li></ul><li>Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page<br />
  57. 57.
  58. 58. 3. Look and Feel<br />
  59. 59. Very important, BUT the least important consideration in web development<br />
  60. 60. That doesn’t mean ugly sites are OK<br />
  61. 61. Sites must look professional and demonstrate your credibility... <br />
  62. 62. If these two goals are met, the user will be satisfied.<br />
  63. 63. Remember, they are looking to achieve a goal – not look at a piece of artwork.<br />
  64. 64. Credibility items:<br />
  65. 65. Social proof: subtly show that you are a substantive organisation<br />
  66. 66. Prominently display phone numbers and addresses<br />
  67. 67. Make it easy for them to contact you!<br />
  68. 68. Real testimonials on each page<br />
  69. 69. Show the people behind the organisation<br />
  70. 70.
  71. 71. Logos of association or awards<br />
  72. 72. Keep the content fresh and updated<br />
  73. 73. Monitoring your website’s performance<br />
  74. 74. Firstly set up Google Analytics <br />Its really good, easy to set up and FREE<br />
  75. 75.
  76. 76. Top stats to keep an eye on<br />
  77. 77. Above all else, conversion rates!<br />
  78. 78. Unique users<br />
  79. 79. Bounce rate<br />
  80. 80. Pages per user<br />
  81. 81. Time spent on site<br />
  82. 82. Traffic Sources<br />
  83. 83. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?<br />
  84. 84. There are many options, but the most important is…<br />
  85. 85. Search Engines<br />
  86. 86. Google is by far the largest player…<br />67%<br />12%<br />8%<br />
  87. 87. Lots of volume, but why is this important?<br />
  88. 88. Searchers are looking for the wine experience you are promoting<br />
  89. 89. They WANT to find you!<br />
  90. 90. So how do we make sure we are found?<br />
  91. 91. Search Engine Marketing<br />
  92. 92. SEM = SEO + PPC<br />Paid vs. Organic<br />
  93. 93.
  94. 94.
  95. 95. You don’t need to be a guru to get the basics<br />
  96. 96. Firstly make sure you select the right keywords<br />
  97. 97. Select keywords based on the following:<br /><ul><li>Search Volume
  98. 98. Competition
  99. 99. Propensity to convert
  100. 100. Potential value per conversion</li></li></ul><li>A few keyword selection tools…<br />
  101. 101. SEO Bookhttp://tools.seobook.com/general/keyword/KW Discoveryhttp://www.keyworddiscovery.comDigital Pointhttp://www.digitalpoint.com/tools/suggestionWord Trackerhttp://www.wordtracker.com/Adwordshttps://adwords.google.com/select/KeywordToolExternal<br />
  102. 102.
  103. 103. Then decide where you want to be…<br />
  104. 104. Search Engine Optimisation<br />
  105. 105.
  106. 106.
  107. 107. Make sure your site is optimised around your keywords<br />
  108. 108. Then build plenty of high quality, keyword rich links<br />
  109. 109. And this isn’t easy<br />
  110. 110. The best sites inevitably win<br />
  111. 111. So grow links organically<br />
  112. 112. Build a website that offers so much value that people talk about it and link to it naturally<br />
  113. 113. Pay Per Click<br />
  114. 114. But first: Why you can’t ignore SEO:<br />
  115. 115.
  116. 116. www.quirk.biz<br />
  117. 117. You choose how much you want to pay per click<br />
  118. 118. And how much you want to spend per day<br />
  119. 119. If you manage your campaign properly, you can’t lose money!<br />
  120. 120. Don’t burn your budget early on: Test!<br />
  121. 121. Look for long tail key phrases<br />
  122. 122. 500 000 searches for “win”<br />5000 for “south african wine”<br />500 for “robertson wine route south africa”<br />
  123. 123. Geotarget your adverts<br />
  124. 124. Have a solid call to action in each advert<br />
  125. 125. Don’t send your traffic to your home page, use highly targeted landing pages<br />
  126. 126. Test, test and test these landing pages<br />
  127. 127. Conversion optimisation<br />
  128. 128. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI<br />
  129. 129.
  130. 130.
  131. 131. Search marketing will bring a lot of traffic to your site, but you can’t stop there…<br />
  132. 132. You should be looking to build communities around your business<br />“Building a permission asset, one follower at a time” <br />Simon Back<br />
  133. 133. Social Media can play a big part in this<br />
  134. 134. Your social media options…<br />
  135. 135.
  136. 136.
  137. 137. Let’s look at a few specific examples…<br />
  138. 138. Online Video: YouTube<br />Second largest search engine!<br />60% market share<br />100+ million viewers a night<br />‘The overnight success’ thing<br />
  139. 139.
  140. 140.
  141. 141.
  142. 142. 250+ Million active users<br />
  143. 143. And many ways to communicate with them:<br /><ul><li>Groups and Pages
  144. 144. Applications
  145. 145. Ads
  146. 146. Connect</li></li></ul><li>Above all when it comes to any social network<br />
  147. 147. If your customers are there, you must engage<br />
  148. 148. And do it honestly, humbly and openly<br />
  149. 149. They will respect you for it<br />
  150. 150. BloggingPrinciple: make friends and influence people<br />
  151. 151. Not 16 year old girls<br />Source: emarketer.com<br />
  152. 152. The rewards of blogging<br />Builds community<br />Search Engine rankings:<br />Search friendly design<br />Attract links<br />Feedback loop<br />
  153. 153. &lt;insert&gt;<br />
  154. 154.
  155. 155. in the beginning…<br />
  156. 156. Hugh Macleod - “Gaping Void”<br />
  157. 157. Geek Dinner London 2005<br />
  158. 158. UK blogger wine giveaway…<br />
  159. 159. stormhoek sent 80 bottles of wine<br />
  160. 160. more than 60 posts were written<br />
  161. 161. French blogger wine giveaway<br />
  162. 162. 100 geek dinners across the US<br />
  163. 163. Stormhoek / Tesco Love Tour<br />
  164. 164. Bottom line: They sold a LOT more wine<br />(before it all went to pieces )<br />
  165. 165. This would be harder to achieve with the same tactics today<br />
  166. 166. But there success was because they did something remarkable and that’s no harder than it’s ever been.<br />
  167. 167. There is someone Twittering about you<br />
  168. 168. Be ready to make the most of it<br />
  169. 169.
  170. 170.
  171. 171.
  172. 172.
  173. 173.
  174. 174. People are talking, are you listening?<br />
  175. 175.
  176. 176.
  177. 177. Monitoring your online reputation helps you…<br />… avoid a reputation crisis by informing you quickly<br />… discover quick and effective new marketing opportunities<br />… improve customer service through engagement <br />… understand your customers’ needs and wants better <br />… identify powerful influencers to target with WOM campaigns<br />
  178. 178. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?<br />
  179. 179. Email Marketing<br />
  180. 180. Use it to build relationships<br />
  181. 181. Not to acquire them<br />
  182. 182. Relationships are built on mutual trust and respect<br />
  183. 183. It costs a HUGE amount for you to acquire a customer<br />
  184. 184. You may as well make the most of them<br />
  185. 185. How do your email newsletters foster this?<br />
  186. 186. Firstly, get personal!<br />
  187. 187.
  188. 188. Nurture your in-house list<br />
  189. 189. But make it easy to unsubscribe<br />
  190. 190. Use layout to increase readability<br />
  191. 191. Allow users to manage their information and subscription preferences<br />
  192. 192. …and then personalise accordingly<br />
  193. 193. Rather send less often with more relevant content – people will be more likely to listen<br />
  194. 194. Ask yourself what YOU would want from the newsletter as a reader<br />
  195. 195. Does it speak to you?<br />
  196. 196. Or does it speak AT you?<br />
  197. 197. A local wine eMarketing case study<br />
  198. 198. Blogging:<br /><ul><li>Started blogging in 2007 on a free platform
  199. 199. Focused on building stories
  200. 200. Once the blog had built momentum, invested money in a web developer</li></ul>Monthly Newsletter:<br /><ul><li>Use best blog content, focus on making it interesting</li></ul>Facebook:<br /><ul><li>Now up to 500 followers</li></ul>WineClub:<br /><ul><li>Couple of hundred paid subscribers</li></li></ul><li>Bottom line: Backsberg have created more excitement, more interaction, more relationships and… <br />…more business!<br />
  201. 201. In conclusion - eMarketing fundamentals<br /><ul><li>Get your website right, make it remarkable!
  202. 202. Drive qualified traffic to it.
  203. 203. Optimise the conversion of that traffic.
  204. 204. Build a relationship with your audience.
  205. 205. Test, test, test.</li></li></ul><li>Thank You<br />www.quirk.biz/WOSA<br />

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