ECOMMERCE
Establishing an Online Presence
Andrew Cavallaro Digital Strategist Australian Business Consulting & Solutions p. 02 9458 7915 e. [email protected] 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.
• 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.
• Find influencers or build your own influence
• Use hashtags, engage with your audience
• Encourage engagement offline (packaging, etc.)
• 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. [email protected] w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing
