powerpoint image
Post on 04-Aug-2015
133 Views
Preview:
TRANSCRIPT
Trading Online for a Growing Business
Bian Salins, Managing Editor, BT Tradespace
www.everywoman.co.uk }Questions
•How many of you here will
introduce yourselves when you
meet someone?
•How many believe that one of
the main reasons for being here
is to network?
•Which of you would be ready to
do business with me right
here/right now?
www.everywoman.co.uk }Agenda
•Why online?
•Techniques to help you optimise
your online profile and awareness
•Driving traffic to your website
•Tips for ensuring online security
and safety
•What’s BT Tradespace?
•BT Tradespace and Everywoman
•Top tips for online success
www.everywoman.co.uk }So why online?
£20 billion was spent online last year - that’s a 32 per cent rise from the previous year
(Source: Verdict Research 2009)
So why online?There are 31.6 million people now online in the UK.
(Source: BMRB Internet Monitor May 2008).
www.everywoman.co.uk }So why online?By 2011 32m UK consumers will be shopping online.
(Forrester, UK eCommerce Forecast 2006-2011, March 2007)
www.everywoman.co.uk }So why online?
62% of shoppers consult online communities before making a purchase.
(Quidco; June 2008)
www.everywoman.co.uk }So why online?1 in 5 page impressions are from social networks and social networking website Facebook now attracts more UK web surfers than the BBC website. (Source: Comscore)
www.everywoman.co.uk }The facts
•80% of SMEs have websites today but only 3 % use them to interact with customers.
• 67% have little faith that they can find customers on the Internet
•13% consider online as integral to their marketing strategy
•60% don’t use their websites or other online channels to sell
SMEs are struggling with Web 1.0, whilst the Web is growing in importance as a purchasing channel for consumers
(Source: BT Business research, 2009)
www.everywoman.co.uk }What you need to consider•The right platform – web hosting
•Website creation, design and domain names
•User experience
•Online safety and security (Back up, SSL)
•Driving traffic (SEO)
•After sale service
•CRM strategy
www.everywoman.co.uk } How can you optimise your presence?
•Do your homework/ get back to basics (IAB)•Have a strategy•Understand keep up with the web (NMA; Google alerts; Digg.com)•Use a mix of channels to create an identity (website, blog, video, email, communities and social networks – Web 2.0)•Drive, measure and analyse traffic to your site (Google analytics, Omniture)•Get and use feedback (online surveys: Poll Daddy)•Target your marketing plan (contextual, geographic, behavioural)•Make the time, hire or outsource but be active on the web!
www.everywoman.co.uk }Optimising your online profile – blogs/video
What a blog can do for your business•Marketing and sales •Support •Product development
Tips/Next steps•Blog regularly (yourself, industry, products, your partners)•Produce strong, compelling content•Link to and comment on other people’s blogs•Submit to blog directories and communities•Link to your blog from other profiles•Be in it for the long term – it takes time and patience to build an audience
Why video is worth the effort•Engaging content•Search listings•Mobile marketing
Tips/Next steps•Sell your business or product with video•Upload your videos on social networks •You can also use video as a blog, or viral marketing message.
Ideas for videos:•Business video and demonstrations •Meet the team, customer reviews•Video ads
www.everywoman.co.uk }Social networks and Communities
What can communities and forums do for your business?•connect with your customer•A chance to listen•Find/retain customers•Test new ideas and grow your business
Good practice rules:•Establish relationships•Be helpful•Contribute to the community – make it interesting•Respond, link back to your blog, website•Respect what the other person is saying•Be aware of who’s listening
www.everywoman.co.uk }Online security and safety for sellers
Next Steps•Choose your web-hosting partner well•Make sure the item/s you are selling are not illegal •Make sure what you say about a product is correct (price esp.)•Only use brand names when you know your product is genuine •Use a well known payment method.•Include details on delivery etc•Build trust and reply promptly•Beware of unusual requests•Be extra cautious with high-priced items •Know the buyer/confirmed email •Track packages•Keep the buyer updated on delivery
www.everywoman.co.uk }Driving traffic to your website
1. Paid search
2. Online channels like eBay, BT Tradespace, etc
3. Offline channels (collateral)
4. Website optimisation
Next steps:•Choose your words and URL well •More spam = lower value•Have good content because it contributes 30 percent to your weighting •Blogging helps your ranking•Google's results are becoming a blend of news, video, photos. •Linking or being linked.•Let the engines know you exist
www.everywoman.co.uk }What’s www.bttradespace.com?
• 325,000 businesses registered since May 07: Community + Marketplace
• A place to find and get to know businesses– Rich business profiles built on Web 2.0 tools– Ratings– Reviews– Recommendations
• A place to network and talk to businesses and other customers– Community discussions– Ask questions– Create and join events
• A place to buy and sell goods and services– Marketplace and ecommerce
Find new customers; Promote your business using social media Interact with your customers; Create an online identity Complement your existing website; Sell stuff online at a lower cost Save money – it’s free to join; It’s no longer a nice to have – it’s a necessity
www.everywoman.co.uk }Why join BT Tradespace?
Showcase and sell
Recommend
Be reviewed
Demonstrateexpertise
Make contact easy
www.everywoman.co.uk }Promoting your Tradespace on the
Everywoman Association
How?•Register at http://www.bttradespace.com/freetojoin•Log in to your Tradespace Manager•Click on the Associations and groups•Enter the promotional code WOMAN08 and join
www.everywoman.co.uk }Tips for success
•Stand for something
•Don’t let time get you down.
•Work hard for your customers and
create transparency
•Keep up the search for the next big
thing
•Keep your Tradespace/site alive with
good,
up-to-date and relevant content
•Think about the customers experience
at every
touch point
•Be in it for the long haul!
www.everywoman.co.uk }Tips for success – the video
Resources
Sites to help you keep up with online trends research; customer and competitor research•iab.net.uk •Google alerts •digg.com
Social networks to be on:BT Tradespace.comLinked in Facebook Xing Ning
Sites you can blog onWordpress.com, Movabletype.org, Eblogger, BT Tradespace.com
Qusetions and Resources
Online security for sellers and web hosting resources: https://www.paypal.com/uk/cgi-bin/webscr?cmd=xpt/Marketing/securitycenter/sell/Index-outsideBT Web hosting. http://www.bt.com/businessBT PC Back up: http://www.btbroadbandoffice.com/it-solutions/business-security/pc-backup
Driving traffic Resources:•https://adwords.google.co.uk/select/KeywordToolExternal•http://www.google.com/addurl/?continue=/addurl•http://services.google.com/analytics/•https://www.google.com/local/add/login?•BT Webclicks – http://www.bt.com/business
BIAN SALINS: http://www.bttradespace.com
top related