pma - maximising your business online
Post on 19-Oct-2014
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Presentation on Maximising Your Business Online to SME Photographic Retailers in Australia.TRANSCRIPT
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Blue Skies
• State of the Industry:– Consumption time online is greater than all other
mediums: social media accounts for 60% of time online
– eCommerce is booming– Search Advertising and Online Advertising are
growing significantly
Maximising Your Online BusinessPMA – June 3 2010
Robert Beerworth – Managing Director
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Blue Skies
• State of the Industry:– Consumption time online is greater than all other
mediums: social media accounts for 60% of time online
– eCommerce is booming– Search Advertising and Online Advertising are
growing significantly
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What is online success?
• State of the Industry:– We use online for... Everything.– The world, really has changed and new wealth and
opportunity is online.
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Why are so many of us falling short?
• Total Confusion, especially around “Web 2.0” and Social Media.
• Poor Industry Advice and Guidance.– Especially the web development industry
• We’re local, and the web isn’t.• The website is the start and end of it.– And the website has no traffic and no interest.
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Why are so many of us falling short?
• Myth that if it is not eCommerce, there is no money or benefit to be made.
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Is online too hard?
• Yes and no. It is no harder than any business/strategy.
• It takes a strategy, knowledge and a clear head.
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Is the reward there?
• Yes and yes. Though the middle ground between success and failure is not that great.
• The website is pure science, not art: we can achieve anything online.
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Let’s start with the basics.
• Introducing your new website.• This is the centre of your investment online.• Invest well and properly and you will receive
reward: the Internet will do the hard work for you.
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What are the keys to success?
• Whatever we do:– We need a plan.– We need traffic.– We need usability.
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What are the keys to success?
• Then we need a methodology:– We need traffic.– We then need to engage our traffic.– We then need to convert our traffic.
– Make the website do something, not be something.
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What are the keys to success?
• Build your website as a user, not a business.
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What are the keys to success?
• Define your users and their requirements. • Define your requirements: leads, downloads,
phone calls, sales. Keep it simple and make every decision in-line with your goals.
• Marry your goals and user goals together. • Don’t simply give them a page, and make
them do the work. Drive them to your common goals.
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What are the keys to success?
• Build a prototype and test it against your audience. Design buying funnels.
• NEVER start a website with designs. • Outsource your content.• Manage timeframes and have regular project
drops.
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What are the keys to success?
• No apologies: sell steak knives.
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Miscellaneous Points.
• Only engage a great web developer: otherwise, you’ll be watching your competitors disappear into future.
• Don’t be driven by a Content Management System.
• Invest in rich content: video!• Remove roadblocks.• Build a database.
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Miscellaneous Points.
• Avoid Flash.• Traffic, traffic, traffic.• Watch your conversion closely: refine
performance marketing regularly.• Syndicate your content: especially
photography.• Collect data appropriately and make your
forms look fantastic.
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Miscellaneous Points.
• Keep investing: you will be rewarded. If you stop, you’ll drop.
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eCommerce...
• Some high level thoughts:– Start small.– Free Delivery.– Great customer care.– Bundle.– Drive it through performance marketing.– Get it up for Christmas!
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eCommerce...
• Users love gift finders:
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eCommerce...
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Traffic...
• Traffic is the make or break, and the hardest part of the web today.
• You must plan and invest in an aggressive traffic strategy: otherwise, don’t bother.
• Organic traffic simply doesn’t exist anymore.
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Traffic...
• A few traffic rules:– You need lots– It must always be increasing– It must be cheap traffic– It must be the right traffic
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Traffic...
Search Engine Optimisation• Medium to long-term• Expensive• Lots of traffic• Focus on long-tail• Consider universal search
Search Engine Marketing • Google, Adwords, PPC etc• Short-term• Can be expensive• Only works if they’re buying
on the same day• Tighten the buggery out of
your campaigns and landing pages
• QoSearch
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Traffic...
Affiliate Marketing• Short, Medium and Long-
term• Performance based• Need a compelling offer for
affiliates• Let others do the heavy
lifting• dgmpro.com
Coupons• Short, Medium and Long-
term• Performance based• Is discounting good?
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Traffic...
Email• Short, Medium and Long-
term• Low-cost• Captive audience• You get what you put in• Consider solus emails for
once-off campaigns.
Syndicate content• Push your content out:
especially video and imagery.
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Traffic...
Blogging• An aggressive traffic
strategy: SEO• Must invest in seriously
good (and rich) content for it to work
• Great for media/PR• Make sure it is setup right
Competitions• Huge traffic drivers• Make sure you target the
right audience
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Is Social Media where it’s at?
• More than likely, no.– Very few businesses have been successful: those
that have are exclusively large.– It taps a passive market, and not an active: active
users are those searching for you.– Get your 101 in order first.
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Is Social Media where it’s at?
• If you’re going to do it however...– Define your plan and make sure it makes sense.– Look to build lists/friends: these are the people
you can later market to.– Consider competitions and giveaways: these drive
traffic and attention. Make it PMA specific.
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Is mobile worth it?
• Yes and no. Get the 101 right.• Get a page with your contact details up,
especially for local search.
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How do I measure this?
• At the bottom line. If it’s not working, it’s not the Internet: it’s you.
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Integrate.
• All roads lead to roam: drive users to your website, where ever you find them.
• Encourage users to recommend you.• Talk clearly and simply: add benefit to your
users.
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And in closing...
• Good luck. Once you get it, it’s like falling in love all over again.