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Jim Rosemary – New Tech Web, Inc. To Get More Out of This Seminar You get out what you put in Take notes Participation! Fill in the _________ Repetition Examples Questions (write them down) Internet / E-Commerce Statistics Over 1.8 billion people online worldwide*

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To get more out of this seminar l.jpg
To Get More Out of This Seminar

You get out what you put in

Take notes

Participation!

Fill in the _________

Repetition

Examples

Questions (write them down)


Internet e commerce statistics l.jpg
Internet / E-Commerce Statistics

  • Over 1.8 billion people online worldwide*

  • 118 million registered domain names*

  • 234 million active websites*

  • 2009 US online sales topped $135 billion*

  • 8% of ALL retail sales online 2009*

  • 68% of all offline purchases influenced online*

  • Majority of small business websites are ineffective

*Statistics by Nielsen Online, Forrester Research, Wikipedia, Netcraft and GlobalReach


What is website success l.jpg
What is Website Success?

  • Increasing sales volume

  • Generating sales leads / prospective clients

  • Appointment requests

  • Pulling traffic to/through the site

  • Saving time and money through online processes

  • Enhancing customer satisfaction

  • Saving time with low/no maintenance

  • Building relationships (clients, employees, vendors)


What is website success from the visitor s viewpoint l.jpg
What is Website SuccessFrom the Visitor’s Viewpoint?

  • Quick to download

  • Easy and intuitive to navigate

  • Provides valuable content

  • Attractive design

  • Interactive and engaging

  • Entertainment value

  • Clear expectations (give/receive)

  • Easy to purchase


Avoiding common mistakes l.jpg
Avoiding Common Mistakes

Build it and they will come

Building a successful website is easy

A few keywords = #1 ranking

A website is an online brochure

Upload and you’re done!


More marketing l.jpg
More Marketing...

  • Build product/service “funnel”

  • Create incentives for re-purchase/upsell

  • Formalize your referral program(s)

  • Stay in contact with your customers

  • Develop strategic relationships

  • Use other marketing to drive web traffic


Developing a website plan l.jpg
Developing a Website Plan

  • Seek to achieve business/marketing objectives

  • Organize information

    • Consistent

    • Logical


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Developing a Website Plan

  • Seek to achieve business/marketing objectives

  • Organize information

    • Consistent

    • Logical

  • Design appearance and interface

  • Create content (database? e-commerce?)

  • Build (HTML + scripting/programming)

  • Test and revise


Developing a website plan12 l.jpg
Developing a Website Plan

  • Seek to achieve business/marketing objectives

  • Organize information

    • Consistent

    • Logical

  • Design appearance and interface

  • Create content (database? e-commerce?)

  • Build (HTML + scripting/programming)

  • Test and revise


It starts with a name l.jpg
It Starts with a Name

  • Don’t just register a domain name, consider your domain name selection

Renrick’s Vehicle Consultant

www.renricksvehicleconsultant.com

www.FindMyNextCar.com

  • Trademarks, possible infringements, etc.

  • Search engine strategies

  • Maintain domain name registrations


Successful website design l.jpg
Successful Website Design

  • Design must support business image


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Successful Website Design

  • Design must support business image

  • Consider visitor expectations

  • Minimum download time

    • Pre-size image

    • “Optimize” or “palletize” image

    • Preload images

  • Effective is better than “cool”


Creating content of value l.jpg
Creating Content of Value

  • Establishes you as the expert

  • Differentiates you from competitive “noise”


Creating content of value26 l.jpg
Creating Content of Value

  • Establishes you as the expert

  • Differentiates you from competitive “noise”

  • Enhances visitor experience

  • Provides opportunity to create relationship

  • May create opportunity for interactivity


Creating content of value28 l.jpg
Creating Content of Value

  • Establishes you as the expert

  • Differentiates you from competitive “noise”

  • Enhances visitor experience

  • Provides opportunity to create relationship

  • May create opportunity for interactivity

  • Allows “casting a wider net” in search engines

  • A “stickier” site means more exposure



Creating content of value30 l.jpg
Creating Content of Value

  • Establishes you as the expert

  • Differentiates you from competitive “noise”

  • Enhances visitor experience

  • Provides opportunity to create relationship

  • May create opportunity for interactivity

  • Allows “casting a wider net” in search engines

  • A “stickier” site means more exposure


When are your prospective clients l.jpg
When Are Your Prospective Clients?

NOW

Targeted marketing keeps you in front of these prospects

LATER


Creating content of value32 l.jpg
Creating Content of Value

  • Establishes you as the expert

  • Differentiates you from competitive “noise”

  • Enhances visitor experience

  • Provides opportunity to create relationship

  • May create opportunity for interactivity

  • Allows “casting a wider net” in search engines

  • A “stickier” site means more exposure

  • Blogs? RSS? Chatrooms? Facebook? Twitter?

  • Additional source of revenue!



Website example i our us34 l.jpg
Website Example – “I, Our, Us”

I live and work in your neighborhood and want to be part of your professional health care team. I do more than provide you with stress management. I specialize in deep tissue therapy, sports massage and treatment for soft tissue, pain and injury. This modality in soft tissue injury treatment is not common among other therapists. I've received hundreds of hours of training at Brian Utting School and the Muscular Therapy Institute. I'm a nationally certified therapist.

Since 1988 I've helped the football player with a knee injury, the lady with tennis elbow, the construction worker with back pain, the Russian marathonist at the Goodwill games, the auto accident victim with whiplash, the rock star with chronic pain, the husband and his wife who wanted to come in once a month to work off the edge and more. Some are treated on location. Most receive professional therapy at my comfortable little office in Mountlake Terrace.


How much is enough l.jpg
How Much is Enough?

E-mails – short

Blogs – medium length

Website articles – in-depth


Beyond words l.jpg
Beyond Words

Audio

MP3 for download (purchase? private?)

Flash for presentation (universality)

Video

FLV or MP4

Preferential treatment by SE’s

Flash

Use judiciously


Steps to website success l.jpg
Steps to Website Success

  • Plan

  • Organize

  • Design

  • Write

  • Build

  • Market

  • Test and revise


I already know the reasons i want more website traffic l.jpg
I already knowthe reasonsI want morewebsite traffic

HOW

DO I

GET MORE

TRAFFIC

TO MY

WEBSITE?!


Website traffic objectives l.jpg
Website Traffic Objectives

  • Exposure, awareness, branding

  • Enhance lead generation, more prospective clients

  • Maintain relationships with existing clients

  • Conversion! Turn visitors into friends, friends into customers

  • Increase sales! Boost profits!


What is traffic l.jpg
What is Traffic?

  • Hits?

  • Pageviews?

  • Sessions?

  • Visitors?

  • Interaction!


What is traffic41 l.jpg
What is Traffic?

Qualified potential paying customerswho find your website via a variety of means,who will eventually want or need your products or services, who browse your website, gaining exposure to your marketing messages, building trust, leading to purchases and referrals.


Search engine tips l.jpg
Search Engine Tips

  • Don’t DEPEND on search engine traffic!!

  • SE’s and others will tell you 85% of surfers use SE’s to find what they are looking for

  • But only 10-45% of traffic to small business websites will come from “organically-ranked” SE listings! (less than 10% according to Internet World)


Search engine tips45 l.jpg

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

Search Engine Tips

SEARCH

ENGINE


Draw traffic to your site l.jpg

Online Marketing

Offline Marketing

Ranking

Description

Headline

Copy

Offer

Purchase

Post-Purchase

Draw Traffic to Your Site

Search Engines


Slide47 l.jpg

Top 5 Search DestinationscomScore qSearch, January 2010


Search engine tips48 l.jpg

~30%

Relevant links from highly “Page Ranked” sites!

Search Engine Tips

  • Content is KEY!

    • 300 – 700 words

    • Percentage, prominence, position, proximity

  • Meta tags (keywords & descriptions)

  • Titles and heading tags

  • Alt tags

  • Relevant links from highly “Page Ranked” sites


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Search Engine Tips

  • Study bid-per-click model: Google & Yahoo!

    • Helps determine viability of search terms


Search engine tips51 l.jpg
Search Engine Tips

  • Study bid-per-click model: Google & Yahoo!

    • Helps determine viability of search terms

  • Can be cost-effective traffic builder

  • www.SearchEngineWatch.com

  • www.monash.com/spidap.html

  • www.GoodKeywords.com & www.WordTracker.com

  • Use your stats program to tell you more....


  • Search engine tips52 l.jpg

    4

    WebPosition

    GOLD

    Search Engine Tips

    • Don’t use search engine submission services

    • Manual submission is best, but time consuming

    • Pros recommend Web Position Gold (PRO)

    www.NewTechWeb.com/WPG


    Online marketing methods l.jpg
    Online Marketing Methods

    • E-zine/Newsletter: your own and others

    • Pay per listing/Pay per click

    • Reciprocal links/Cross-promotions

    • Affiliate program (poor to moderate for small biz)

    • Blogs, RSS feeds, Podcasts.... (maint? tech?)

    • Discussion lists (time consuming, poor results)

    • Opt-in e-mail (poor to moderate)

    • Bulk mail (spam)

    • Banner ads (ineffective)

    • Link exchanges




    E mail newsletter marketing58 l.jpg
    E-mail/Newsletter Marketing

    • Text vs. HTML

      • Set new messages to plain text

      • Set replies to plain text

      • Line breaks at about 50 characters

    • More than one reply subject line for testing

    • Provide “Content of Value”



    E mail newsletter marketing60 l.jpg
    E-mail/Newsletter Marketing

    • Text vs. HTML

    • More than one reply subject line for testing

    • Provide “Content of Value”

    • Use software for repeated or large volume mailings


    E mail newsletter marketing61 l.jpg
    E-mail/Newsletter Marketing

    • Text vs. HTML

    • More than one reply subject line for testing

    • Provide “Content of Value”

    • Use software for repeated or large volume mailings

    • Use online systems for “sequential autoresponders”www.Aweber.com, www.ConstantContact.com

    • Permit (tell) to pass along or post (with credit)

    • Place your articles in others’ newsletters


    Increasing traffic online l.jpg
    Increasing Traffic Online

    • Pay per click

    • Banner ads?

    • Articles on other sites/e-zines

    • Reciprocal links

    • Blogs and “social networking”


    More about blogs l.jpg
    More About Blogs

    • Start with a free blog on WordPress or Blogger

    • Start writing

      • Daily or at least weekly

      • Funny, engaging, controversial = responses

      • Not a commercial for your business

    • Submit via pingoat.com or pingomatic.com

    • Is anyone visiting? (Traffic / RSS)

    • Is anyone responding? (Building community)

    • Is it resulting in business?


    What about facebook l.jpg
    What About Facebook?

    Different audience than internet at large

    Set up a business account (vs personal)

    Allow your clients to become “Fans”

    Keep it professional but friendly

    Advertise on Facebook?


    Offline marketing methods l.jpg
    Offline Marketing Methods

    • Stationery, business cards, brochures

    • Signage: storefront, window sticker, car signs

    • Direct mail: letters or postcards

    • Press releases

    • Call your own clients

    • Voicemail outgoing message

    • Staff members

    • Yellow pages

    • Salespeople, tradeshows, etc., etc.


    Website business productivity l.jpg
    Website = Business Productivity

    Appointment setting software

    PDF forms (intake, insurance, cancel policy)

    Feedback forms (satisfaction, suggestions)

    Surveys (SurveyMonkey.com)

    Employee applications



    Help your customers buy l.jpg
    Help Your Customers Buy!

    • Pick the right target market

    • Know what your target market is looking for

    • Sell what they want, not what your product does

    • Direct their actions, make suggestions

    • Something to consider, fewer may be better: 80% of sales come from 20% of your products


    Make it easy to buy l.jpg
    Make it Easy to Buy

    • Easy and effective purchase interface (store)

    • Multiple modes of contact

    • Multiple payment methods

    • Provide extra value

    • Incent action with sense of urgency (deadline/limit)

    • Reduce risk – Guarantee

    • Customer service policies available

    • ASK FOR THE SALE!


    E commerce in stages l.jpg
    E-Commerce in Stages

    • HTML form, e-mails sales to you

    • Secure form (SSL certificate)

    • Database-driven store with shopping cart

    • Real-time transaction “gateway”

    • Tie-in to in-store systems (inventory, accounting)


    Do it yourself stores l.jpg
    Do-It-Yourself Stores

    • Inexpensive to start ($0 – hundreds)

    • Higher per-month costs ($39 – hundreds)


    What does a website cost l.jpg
    What Does a Website Cost?

    • Amateurs may charge $500 to $1,500; you get what you pay for. No hosting, no maintenance, no marketing, no copywriting, no extras, etc.

    • Template sites: $300 to $1,000 up front, but $50 to $150 monthly fees

    • An industry average for the development cost of a 10-page website is approximately $8,000

    • Puget Sound Business Journal web developer list: From $6,500 to over $100,000


    Doing your homework l.jpg
    Doing Your Homework

    • Creating a product “database”

    • Deciding on pricing, offers, tiers, groups

    • Customer service policies and procedures

    • Require customer logins?

    • Photos (thumbs, details?) and descriptions

    • Shipping charges (by product, weight, total?)

    • Merchant account, payment gateway

    • Retail sales tax?


    Back office considerations l.jpg
    Back-Office Considerations

    • Database format (Access, SQL, mySQL, etc.)

    • POS & inventory systems tied to website?

      • Compatibility

      • Security risk assessment (hackers, CC theft)

      • Additional hardware and software costs

      • Additional programming fees

    • Carriers & shipping notification (tie to website?)

    • Logistics, order fulfillment


    Keys to making the sale l.jpg
    Keys to Making the Sale

    • Build relationships (content!)

    • Reiterate customer benefits, build value

    • Substantiate with facts, testimonials, awards

    • The “Offer” (discount, two-fers, bonuses)

    • Risk reversal (guarantees, free trials, “keepers”)

    • Create sense of urgency

    • Make it easy to buy (payment, ordering methods)

    • ASK for the sale!


    Increase conversion l.jpg
    Increase Conversion

    • Take online sales / e-commerce

    • Create online specials

    • Provide back-end / upsell

    • Risk reversal / guarantee

    • Offer more ways to pay...


    More ways to pay l.jpg
    More Ways to Pay

    • Mastercard & Visa

    • Discover & American Express

    • PayPal

    • Wire transfer

    • Downloadable/printable PDF (check)

    • Online check acceptance

    • Purchase order

    • “BillMeLater.com” & “eLayaway.com”


    More ways to pay79 l.jpg
    More Ways to Pay

    • According to PayPal:

      • Alternative payment methods build confidence and offer choice

      • Adding just 1-2 additional method can increase conversion by 63%

      • Adding 3-4 payment options can improve conversion by 72%


    Increase conversion80 l.jpg
    Increase Conversion

    • Take online sales / e-commerce

    • Create online specials

    • Provide back-end / upsell

    • Risk reversal / guarantee

    • Offer more ways to pay...

    • Clarity of benefits

    • Create a sense of urgency

    • Exit pop-ups

    • After sale follow up

    • Action request – ASK for the sale!


    Set up a sales funnel l.jpg
    Set Up a Sales Funnel

    • Free / no obligation / easy

    • Low cost / low effort

    • Mid-price / higher value

    • High price / raving fans


    New online sales opportunities l.jpg
    New Online Sales Opportunities

    • Affinity programs

    • Subscription model

    • Membership sites

    • Create new products

    • Be an affiliate for other products

    • Set up “affiliate network” = more salespeople

    • Expand geographically with referral partners

    • Create joint promotional ventures

    • Sell your products on other sites

    • Set up eBay and Amazon stores

    • Most importantly...


    Package your knowledge l.jpg
    Package Your Knowledge

    • You’re already an expert in your field

    • Others are willing to pay for what you know

    • Turn your knowledge into a saleable product:

      • eBooks

      • Audio CD’s

      • Video DVD’s

      • Teleseminars

      • Coaching programs

    • Potentially most profitable part of your business!


    To sum it up l.jpg
    To Sum It Up

    • Know your target market

    • Use multiple “marketing pillars” to promote your site online and offline

    • Use Search Engines – but don’t depend on them!

    • Use e-mail/e-zines judiciously and effectively

    • Create content of value!

    • Remember the complete selling process

    • Be a student of the process...