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Competing Online - How to Build an Online Presence to Drive Sales

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Today’s online landscape is growing in both sophistication and complexity. Customers now seek out businesses, products or services online and competition for that space is fierce. Retailers who have not embraced this digital reality have already begun to see business suffer and as online technology continues to evolve, the divide will only continue to grow. Even now, big box retailers, brands and highly leveraged online jewelers are encroaching on independent retailers businesses by competing in search results and sales via ecommerce, even on a local level. So, how can you compete? Simple, just start. We’ll take a look at how to start building your presence online and look at how ecommerce will impact your business in the next five years.

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Competing Online - How to Build an Online Presence to Drive Sales

  1. 1. Shane O’Neill - Vice President - Fruchtman Marketing Competing Online - How to Build an Online Presence to Drive Sales
  2. 2. How to Build an Online Presence to Drive Sales Want to be successful? Start. Buy into what’s happening online. Build the appropriate infrastructure. Develop a plan. Be excited about the opportunities!
  3. 3. How to Build an Online Presence to Drive Sales Your New Retail Store Front Do you have commitment issues? Becoming successful online costs money! This is probably the most important aspect of a retailers business, yet most jewelers invest the bare minimum into it’s success. You’ll get out what you put in, but you have to build a plan and stick to it.
  4. 4. How to Build an Online Presence to Drive Sales Your New Retail Store Front Do you have commitment issues? Better Website, Better Business. Your website is the most powerful marketing and sales tool you have. It’s the cornerstone of your business. Build a great one and continue to develop it. It’s the single best investment you can make. Here’s Why: Let’s look at the generational shift.
  5. 5. How to Build an Online Presence to Drive Sales Your New Retail Store Front Do you have commitment issues? A Shopping Experience is a Shopping Experience In a recent web shopping experience survey 36% indicated that they would outright abandon a purchase based on a bad experience and 30% would never return to that website again. More concerning, 33% would immediately go to a competitor.
  6. 6. How to Build an Online Presence to Drive Sales Your New Retail Store Front Do you have commitment issues? Forget SEO, Think SECM SEO was always much more than just some “secret backend coding”. Getting ranked high in organic search centers around content building and understanding what can help your site get noticed. So, it’s not enough to build a great site, you have to maintain and actively update content and inventory. We call it Search Engine Content Management. Here’s Why: Google Flipped the Script Last Year
  7. 7. How to Build an Online Presence to Drive Sales DID YOU KNOW: Starting January 1, 2017, Google started to penalize sites with Pop-Up banners in search rankings.
  8. 8. How to Build an Online Presence to Drive Sales Your New Retail Store Front Do you have commitment issues? “Build it and they will come” is a line from a movie. Build and plan a budget for the year. Sounds simple, but many wing it. You can’t execute an online strategy if you never have the plan. How Much: 6-8% of gross sales
  9. 9. How to Build an Online Presence to Drive Sales Your New Retail Store Front Do you have commitment issues? Are you a Jeweler or a Marketer Most retailers can’t even come close to doing all their marketing on their own. So, hire someone who knows what their doing! Whether that’s in-house or through an agency, professionals own this space and can actually save you money vs. going it alone. Why: The same reason I shouldn’t buy your diamonds.
  10. 10. How to Build an Online Presence to Drive Sales Getting Your Business Seen • So what is SECM? Well, it’s a number of things that all help to get your site ranked and noticed, such as: • Connecting your social assets including your Google business page. • On page SEO including ALT tags. • Use Google webmaster tools for indexing, sitemap submission and more. • Writing content to reinforce page specific keywords.
  11. 11. How to Build an Online Presence to Drive Sales
  12. 12. How to Build an Online Presence to Drive Sales Selling Online • Online sales in the U.S. to reach $523 billion by 2020. Up 56% * • Total Holiday Sales (Nov 1 - Dec 31, 2016) $91.7B - Up 11% ** • Macy’s closes 100 stores after weak holiday sales • J.C. Penny announces closure of 130-140 stores in Feb • The Ecommerce Tsunami • Requires a sophisticated approach to Digital Marketing * Forrester Research Inc ** Adobe Digital Insights
  13. 13. How to Build an Online Presence to Drive Sales Selling Online For a clearer picture, look at AMAZON.
  14. 14. How to Build an Online Presence to Drive Sales Selling Online • Most retailers today dedicate 25% - 60% of their overall marketing dollars to online initiatives. (Overall marketing budgets are 6-8% of gross sales) • Establish KPI's and measure conversions. Most retailers don't do these things and, as a result, are left in the same stagnate rotation. • Find an experienced partner who can articulate a multi- layered approach to digital marketing… not just someone who talks about paying for clicks. What do they believe? What’s their strategy?
  15. 15. How to Build an Online Presence to Drive Sales The Sophistication of Digital Google AdWords (PPC) as an Example • Keyword Types - Broad, Phrase, Exact, Negative • Sitelink Extensions - Additional specific pages on your site • Call, location, seller ratings, app extensions • Shopping Campaigns • Display ads • Optimization of performance Unless you’re Google certified, you’re probably losing $$$
  16. 16. How to Build an Online Presence to Drive Sales Paid Search Phrase match "custom jewelry design" your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. local custom jewelry design Exact match [custom jewelry design] your ads can appear when someone searches for your exact keyword, without any other terms in the search. custom jewelry design Negative match -costume Prevents your ad from showing to people searching for unwanted terms. costume jewelry More than just keywords Broad match custom jewelry design Your ad may show if a search term contains your keyword terms in any order, possibly along with others lost jewelry was custom design Broad match modifier custom +jewelry +design Your ads can only show when someone's search contains those modified terms, or close variations of the modified terms local jeweler custom design
  17. 17. How to Build an Online Presence to Drive Sales Quality Score Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.
  18. 18. How to Build an Online Presence to Drive Sales Not All Digital Is Equal • Some digital vendors require higher minimum spends • This provides them with purchasing power for placement • Big difference between above and below the fold • Business card ad in back of pub vs. full inside front cover • Can produce dramatic difference in CTR and cost Digital Marketing is a serious business and competition is fierce. With strategy becoming proprietary.
  19. 19. How to Build an Online Presence to Drive Sales A Final Word on Local SEO Each year, Google changes its search algorithm around 500– 600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on. • Starts with a well built site. •Create Original, Quality Content. • Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools • Mobile optimization.
  20. 20. How to Build an Online Presence to Drive Sales Ready to get started? GO.
  21. 21. Thank You for Attending! See what we can do for you at: fruchtman.com

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