PMA - Maximising Your Business Online


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

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PMA - Maximising Your Business Online

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