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