establishing an online presence - coonamble shire council

ECOMMERCE

Establishing an Online Presence

Andrew Cavallaro Digital Strategist Australian Business Consulting & Solutions p. 02 9458 7915 e. andrew.cavallaro@australianbusiness.com.au w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing

Introduction to Regional Economic Diversification Program • Department of Industry

• Designed to help Coonamble businesses establish an

online presence

• Workshops and One-on-One coaching

FREE Digital Marketing Coaching

• One-on-One Coaching 19-20 October

• Customised action plan

• (no upsell)

Session Overview

• Planning for an online store

• Marketing an e-commerce store

• How to ensure you choose a platform that will best suit your needs

• Defining your target market and understanding what they want from a website

• Understanding the importance of online analytics

2 Minute Introductions

What Is eCommerce

The Promotion, Selling and Fulfilment of Product and Service Sales Online.

This can be achieved either through an owned or managed online sales platform.

Getting To Know Your Clients

• One of the most important steps you can take before creating an eCommerce store is discovering exactly who your client is

• Get to know not only their shopping behaviour but their personal habits, pain points, desires, etc.

Buyer Persona

eCommerce Planning

Things that need to be considered include:

• Products

• Platform

• Payments

• Postage

Product • Sourcing your products

• Suitable for online sale?

• Business feasibility

• Seasonality

• Competition

Managed Platforms Managed platforms allow you to get started quickly with low overheads and little experience. However, you are confined to their platform’s limitations and will find it hard to scale.

Owned Platforms

An owned platform gives you the ultimate control over your store and sets you up for future growth.

Payment Gateways

Payment Gateways

Inventory Management Ways of managing stock levels

• Manually recording

• Inventory APIs

• Dedicated online inventory systems

Inventory Storage Wholesale

• Goods are delivered to you, you deliver to clients

Drop-shipping

• Goods are sent from supplier to client directly

Shipping Calculating shipping rates depends on distance, item variance, speed of delivery.

• Shipping calculator

• Flat rate (per sale or per item)

• Free Shipping

Designing Your Store

• Consider your buyer persona – your design needs to reflect your brand attributes

• Consider how your customers like to shop

• Remove barriers to purchase

• Always be testing

LOGO’S & COLOURS

MOBILE

Marketing Your Store

It’s not enough to simply build your store and expect your customers to find you.

You need to find the best way to reach your customers, let them know about your store and attract them to visit and purchase.

Customer Cost / Value Average Lifetime Customer Value

Average sale x Average Number of Sales – Costs

Average Customer Acquisition Cost

Total marketing spend Number of customers

Online Traffic Sources

• AdWords • Facebook • Pinterest • Instagram • Email • SEO • Affiliates • LinkedIn • YouTube • And many more!

Offline Traffic Sources

• Direct Mail

• Radio

• Television

• PR

• Events

• Sponsorships

• Billboard/Display Advertising

Online Merchandising

Consider

• Product Categories/Navigation

• Product Photos and Copy

• Promotional Areas

• Cross-selling and smart suggestions

• Recommendations & reviews

ONLINE MERCHANDISING

Abandoned Cart Recovery Recovering lost sales that dropped off during the checkout process.

Email

• Attract new customers

• Re-engage existing customers

• Upsell existing sales

• Subscriber emails

PPC – Pay Per Click

AdWords is the tap that will bring you the right traffic at the right time direct to your product page Pay per click – remember acquisition cost vs value

SEO Search Engine Optimisation increases your chances of being found by qualified traffic looking for your products.

Social Media When choosing your channels consider your buyer persona.

Facebook

Pinterest

Instagram

• Find influencers or build your own influence

• Use hashtags, engage with your audience

• Encourage engagement offline (packaging, etc.)

Twitter

• Listen to your audience

• Provide support

• Launch products

• Connect with influencers

• Content marketing

• Twitter Ads

YouTube

• Product demonstrations

• How to videos

• Humour/humanise the brand

• Introduce staff

Summary

• Planning for an online store

• Marketing an e-commerce store

• How to ensure you choose a platform that will best suit your needs

• Defining your target market and understanding what they want from a website

• Understanding the importance of online analytics

Additional Resources

www.smallbusiness.nsw.gov.au

www.marketingsuccess.com.au

www.internetbasics.gov.au

Next Steps

Sign up for our free One-on-One coaching

Andrew Cavallaro Digital Strategist Australian Business Consulting & Solutions p. 02 9458 7915 e. andrew.cavallaro@australianbusiness.com.au w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing