Ecommerce for-sbf-210911-sl

MAKING YOUR MARKETING WORK

Ecommerce andInternet Marketing

Richard Hill


2

ELBERT HUBBARDJune 19, 1859 - May 7, 1915

“The world is moving so fastthese days that the man who says it can't be done is generally interrupted bysomeone doing it”


3

AGENDA

• Ecommerce statistics• Ecommerce benefits• How do people act?• SEM SEO & PPC• SEO don’ts• SEO dos• Local SEO• Pay per click• Email


ECOMMERCE STATISTICS

• Global e-retail sales increased by almost 25% to £401BN in 2010

• UK is Europe’s leading e-retail economy, sales should reach £55BN in 2011

• UK e-retail market still growing at 18% per annum, in spite of the recession

• e-Retail contributed 94% of total retail sales in May 2011 (excluding fuel)

• 37 million people shop online in the UK

• The UK’s per capita spend of £906 per annum is the highest in the world

• More than one billion parcels from online purchases each year in the UK

• Provides employment for over 730,000 people in the UKSource: IMRG

4


5

ECOMMERCE BENEFITS• Cheapest means of doing business

– Cost-of-sale for a web order lower than traditional means (retail, paper based)

• Allows people to carry out businesses without the barriers of time or distance– Ideal for niche products

• Buyers like it:– Faster and more convenient

– Reduction in buyer’s sorting out time.

– Better buyer decisions

– Less time is spent in resolving invoice and order discrepancies.

– Increased opportunities for buying alternative products.

• Reduces time and costs incurred in:– Data entry, document preparation, error detection and correction

– Reconciliation

– Telephone

– Credit card machines

– Overtime

– Supervision expenses


HOW DO PEOPLE ACT?

6

FindSEOPPC

DecideInformation

ActBookmark/Return

Buy

EnvironmentDesign

Interactivity

EaseNavigation

Accessibility

TrustSearch engines

Your site

Search engines

80%

Social media


7

ECOMMERCE TOP TIPS• Plan, plan, plan – 6 Ps

• Budget

• Content then Design

• Maintenance

• Think like the customer

• Make finding product and price easy

• Make communications clear – mail, phone, email

• Make terms clear and payment simple

• Ensure in stock and delivery timescales

• Think about an incentive

• Make it easy – test, track and try, test, track and try


SEM, SEO & PPC• SEM - increasing a web site's visibility in search engine result pages (SERPs) through the use of SEO and paidplacement

• SEO - improving a web site's visibility in SERPs via theun-paid search results

• PPC - advertisers pay the search engine when the ad inSERPs is clicked

8


SEO DON’TS• Don't add pages

– which have been automatically generated (cookie cutter pages)– redirecting the user to another page (doorway pages)– that give the SE different content than the user (cloaking)– primarily for the search engines – with excessive keywords or so called ‘keyword density’– that aim to harm the accuracy, diversity or relevance of search results

• Don't create – multiple pages, sub-domains, or domains with substantially duplicate content– pages with malicious behaviour, such as phishing or installing viruses, trojans, or other bad-ware

• Don't use – “link schemes”– competitor names– lots of pop-ups– hidden text or hidden links– lots of irrelevant words – “keyword stuffing” for image ALT tags– numerous or unnecessary virtual hostnames or site names

9


SEO DOS• Do:

– Use the W3C validator to clean your code - http://jigsaw.w3.org/css-validator/– Use a directory structure that makes your content clear– Use simple URLs that make the content clear– Make sure you only have one URL for the same content – Use – (hyphens) for page names and not _ (underscores)– Make links simple HTML if possible– Check for broken links– Use a title that effectively communicates the page's content.– Create unique page titles for each page– Write a description that is better than competitors– Write a description that sells your site/page– Use unique descriptions for each page– Imagine you're writing a newspaper story– Decide where to use headlines and sub headings– Give your images detailed, informative filenames– Add alt text to describe the image– Interlink your pages relevantly in the copy

10


LOCAL SEO

11


LOCAL SEO

12


PAY PER CLICK• Understand the cost per lead and cost per sale you can afford on a customer lifetime value basis i.e. the value

[cashflow and profit] to you of a customer over the length of the customer relationship rather than a single time period or sale

• Test, test, test and track, track, track everything then reinforce success and eliminate failures

• Understand and target the audience / list (research you keywords properly for what people actually search on not just your great aunt's best guess)

• Make your known audience real offers - the offer is more important that the product and the creative, but less important than the keywords - what is your best offer? Put yourself in the customers shoes and think what they think: "what's in it for me?"

• Describe you product and price well - this may not be all in the advert but it has to be on the landing page (the page that users click through to from an advertisement optimized to achieve the desired action from the potential customer)

13


14

EMAIL MARKETING

Opt in / prior consent

Existing customer / business relationship


15

EMAIL• Saves time and money

• Increased sales

• Easy to segment offers

• Instant results

• Measurable results

• But…….

• Do not overuse!


16

BILL GATES

“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency The second is that automation applied to an inefficient operation will magnify the inefficiency”


17

Richard Hill is a Director of E-CRM Solutions [wwwe-crmcouk] a Bath based company that specialises in web design, web development and

internet marketing. He is non executive Chairman of Innovantage [ wwwinnovantagecouk ] a business intelligence company and a non

executive director of Innovecom [ wwwinnovecomcom ] a computer networking company.

Previously he was Managing Director of Person to Person Services Ltd a major face-to-face charity fundraising company and before that a

Partner & Director of R P M Business Strategies & Solutions, providing implementation consulting in IT, ebusiness and marketing. Clients

included AAH Pharmaceuticals, Northern Ireland Electricity, Royal & Sun Alliance and Willis. He has been involved in a £20m MBO and was

responsible for launching Royal Insurance’s direct writing subsidiary (now MORE TH>N) and, as chairman and managing director, developing

the business to over 600,000 policies and £16m profit in 7 years. He has 25 years experience with a range of well known and publicly listed

companies at main board level including American Express Card Division, Citibank Savings, Oriel Group plc and Welbeck Finance plc - which,

as Marketing Director, he helped to develop from £2m to over £21m profit in under 5 years.

Richard is a founder member of the Institute of Direct Marketing and has been a Member of Council for the DMA and the DMC, a lecturer and

External examiner for the Diploma of Direct Marketing and helped to develop the Telephone Preference Service. Richard has a Masters in

Marketing Management from Warwick University Business School and a Diploma in Management Studies from Brighton Polytechnic. He is a

Founder Member of The Institute of Direct marketing and a Fellow of the Royal Society of Arts. He is a also a member of the Chartered Institute

of Marketing, Chartered Management Institute and The Marketing Society.

Richard has been married to Margaret for 29 years and has two children: and Victoria. He enjoys love food and wine, cooking, watching rugby

(Bath Rugby, of course) painting, shooting and walking.

RICHARD HILL

Web Design | Web Development | Internet Marketing

+ 44 1 225 840 490 | richardhill@e-crmcouk | 115 Church Road, Bath, BA2 5JJ

http://www.e-crm.co.uk/index.php

http://www.innovantage.co.uk/

http://www.innovecom.com/

Ecommerce for-sbf-210911-sl

Technology

Transcript of Ecommerce for-sbf-210911-sl