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.

1. Shane O’Neill - Vice President - Fruchtman Marketing
Competing Online - How to Build an
Online Presence to Drive Sales

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. 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. 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. 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. 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. 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. 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. 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. 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. How to Build an Online Presence to Drive Sales

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. How to Build an Online Presence to Drive Sales
Selling Online
For a clearer picture, look at AMAZON.

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. 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. 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. 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. 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. 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. How to Build an Online Presence to Drive Sales
Ready to get started?
GO.

21. Thank You for Attending!
See what we can do for you at:
fruchtman.com