tech strategies to capture more online salesleverage video • other social media is saturated •...
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Tech Strategies to Capture More Online SalesRenato Cruz Sogueco, CIO, Society of American Florists
1(800) 336-4743 ext. 210
www.renatosogueco.com
Insightful Knowledge• who’s talking? CIO for the
floral industry
• respected research sources: Gartner, Pew, ComScore
• conferences and publications
• relationship with Google, an authority on mobile usage
• vetted by SAF councils - your peers: retail, wholesaler and growers
mobile
search marketing
build online presence
Mobile 197.4 million people in the U.S. owned smartphones
(79.3 percent mobile market) in December 2015
ComScore, Smartphone Subscriber Marketshare, December 2015
mobile obsession“I pretty much call my phone my lifeline. I use it all day, every day. If I ever leave home without it, I feel naked.”
—Mary Kathryn L., 47
1,2. Google Consumer Surveys, 2015 3. Kleiner Perkins Caufield & Biers Internet Trends Report
5. Mite and Zigby Analytics, 2014
more on micro-momentsmore on micro-moments
7,8. Ipsos, 2015
leverage micro-moments• Be there. Anticipate those
micro moments for potential flower buyers. Are you found in a mobile search?
• Be useful. Be relevant in those searches. Create special mobile-friendly webpages for those micro moments
• Be quick. They will be on the go so setup special shop protocol to address micro moment needs
be mobile friendly• April 21, 2015 “#mobilegeddon”
• Google changed their search algorithm for mobile searches — no mobile-ready or responsive website? No search result.
• https://www.google.com/webmasters/tools/mobile-friendly/
• mobile responsive vs mobile ready
mobile ready
upended.ca, 2015
iPad: April 3, 2010
mobile responsive
designmodo.com, 2015
mobile search databases• www.google.com/business
• www.bingplaces.com
• www.aabacosmallbusiness.com (yahoo)
• https://biz.yelp.com
• www.weddingwire.com
• www.theknot.com
build online presence
Mediative 2014
business taxonomy• tricks no longer apply, SEO is now a content strategy
• develop your business taxonomy
jot down words customers use when placing orders — think everyday business, keywords specific to holidays/occasions, customers in a rush (think micro moments)
consider changing names of products and descriptions to reflect keywords — purple plush vs iris floral spring fling
must apply structural seo• apply taxonomy hierarchy
• every webpage must have unique <title> and <meta name=“description> tag
• restructure navigation menus (page titles should match menu name)
• use header tags in text <h1>, <h2>, <h3>
• content must complement <title> <meta name=“description”>, headers
<title>
<title>
<title>
<meta name=“description”>
<meta name=“description”>
<meta name=“description”>
restructure urlswww.yourshop.com/weddingflowers
www.yourshop.com/funeralflowers
www.yourshop.com/anniversaryflowers
www.yourshop.com/onthewaytodinnerflowers
www.yourshop.com/imsorryflowers
content must be fresh• everyday (if possible). If not, be consistent on
regular schedule
• small changes are as good as big changes
• rewrite for specific social, then link back
• bold keywords within content, link to webpages within website when possible (intra-site links)
• build inbound links (blogs are good)
florist, local delivery fresh flowers, roses, Fairfax, VA, 7038385210
Weddings Everyday Flowers Corporate Events
Taxonomy of Renato’s Flower Shop
Local family business, Vienna, Reston, Oakton, lilies, gladiolas
Primary
Secondary
Business Activity Business Activity Business Activity
Subpage Subpage Subpage
Subpage Content
Subpage Content
Subpage Content
Homepage& Content
St. Leos Catholic Church, Fairfax Country Club, Chantilly Country Club
Get well bouquet, Anniversary, Romance,
Birthdays, red roses
Hyatt Regency Fairfax, George Mason University
Auditorium, Hilton Fairfax
Jones & Smith Wedding Penn & Jenkins Wedding
Berg & Hoyt Wedding Hoffman & Boyd Wedding
Smith Memorial, Judith & Jim’s 50th Anniversary, get-
well flowers for Sally, Bob proposes to Jenny
VMWare Corporate Retreat, HP Great Ideas Conference, ASAE Idea Swap, Oracle’s Weekly
Reception Flowers,
Business Activity
St. Leos Catholic Church, Fairfax Country Club, Chantilly Country Club
Everyday Flowers
Business Activity
Anniversary, Romance, Birthdays, red roses
Smith Memorial, Judith & Anniversary, get-
Bob proposes to Jenny
leverage video• other social media is saturated
• start youtube.com channel (second largest search engine, behind Google)
• use a smartphone to capture 30 second, 1-minute clips (at event, designing at the shop, care info)
• tag it! geographic info, venue, flower names
• embed in website, social media
Search Marketing
Mediative 2014
brand protection• fact: competitors will bid on your shop name. And
it’s legal (they just can’t use name in ads).
• using name in ad? Call the lawyer and trademark your business name
• send notice to Google https://services.google.com/inquiry/aw_tmcomplaint
• send notice to offending advertiser
brand protection• start Adwords (not Express) and Bing campaigns
• setup basic account, budget at least $300 a month ($10 a day limit)
• set realistic geographic ranges and specific cities
ppc best practices• be patient: wait at least two weeks before you start
to tweak campaigns
• use search term modifiers and negative keywords
• consider building additional campaigns that focus on wedding and funeral business
• build special landing pages (funeral and wedding campaigns) to link from ads (helps quality score)
1(800) 336-4743 ext. 210
www.renatosogueco.com