The document discusses creating an e-marketing strategy and outlines three key ways to build a business: increase the number of customers, increase how often customers buy, and increase the average order value. It introduces the ACT model of attracting, converting, and transforming customers using e-marketing. The five S's framework is presented for determining marketing goals around sales, service, savings, speaking, and excitement. Creating a SMART goal and understanding the target audience, desired outcomes, and necessary resources are important steps for developing a basic e-marketing strategy.

1. Creating An e-Marketing Strategy

2. Three Ways To Build A Business Increase the number of customers Increase the number of times they buy Increase the average order value. £20.00 Average Value 100 No Customers £20,000 10 Turnover Order Frequency

3. Three Ways To Build A Business Increase the number of customers Increase the number of times they buy Increase the average order value. £20.00 £20.00 Average Value 110 100 No Customers £22,000 10 £20,000 10 Turnover Order Frequency

4. Three Ways To Build A Business Increase the number of customers Increase the number of times they buy Increase the average order value. £22.00 £20.00 £20.00 Average Value 110 110 100 No Customers £26,620 11 £22,000 10 £20,000 10 Turnover Order Frequency

5. How Do We Increase By 10%? By using the ACT Model in e-Marketing To ATTRACT To CONVERT To TRANSFORM In order to do that we need to know: Who our customers are What they want Why they want it from us Where the currently hang out

6. Get To Know The Competition Getting to know the competition is great for: Finding out what they are up to How your service or product stacks up Getting ideas for things you could do Checking out that you are going in the same direction and hitting the same targets Identifying the brand differentiators – what makes you better/different to them

7. Introducing The Five S’s The five S’s help you to determine what you want to achieve from your online activities and save you from using a scatter gun approach. Sales Serve Save Speak Sizzle

8. Setting A Goal A goal must be SMART Specific Measurable Achievable Realistic Timely “ if you don’t know where you’re going any road will take you there” To increase my visitors by 10% in 3 months and increase my customers by 3

9. Who Is Your Audience? Are you going to use social marketing to attract customers, work with your suppliers or for some other reason Once you have a goal, then you can determine WHO you want to attract and WHY Once you know that, you can then work out how you will CONVERT them – and what you will convert them into.

10. What Do You Want To Achieve? Grow Your Business Build A Brand Promote Yourself Show Off Specialist Knowledge Demonstrate Excellence

11. What Do You Need In Place? Do you need specialist knowledge skills? Do you have someone that can write? Are you doing this yourself or will you be overseeing someone else doing it? How much time do you have? How do you promote your business/activity already?

12. You Now Have A Basic Strategy You now know: What your overall goal is What you want to use your activities for What your competitors are doing Who your audience is What specialist skills, knowledge or support you might need Download the Strategy Document At The End Of The Module and Complete The Exercises