Tech Strategies to Capture More Online SalesRenato Cruz Sogueco, CIO, Society of American Florists

1(800) 336-4743 ext. 210

www.renatosogueco.com

Insightful Knowledge• who’s talking? CIO for the

floral industry

• respected research sources: Gartner, Pew, ComScore

• conferences and publications

• relationship with Google, an authority on mobile usage

• vetted by SAF councils - your peers: retail, wholesaler and growers

mobile

search marketing

build online presence

Mobile 197.4 million people in the U.S. owned smartphones

(79.3 percent mobile market) in December 2015

ComScore, Smartphone Subscriber Marketshare, December 2015

mobile obsession“I pretty much call my phone my lifeline. I use it all day, every day. If I ever leave home without it, I feel naked.”

—Mary Kathryn L., 47

1,2. Google Consumer Surveys, 2015 3. Kleiner Perkins Caufield & Biers Internet Trends Report

5. Mite and Zigby Analytics, 2014

more on micro-momentsmore on micro-moments

7,8. Ipsos, 2015

leverage micro-moments• Be there. Anticipate those

micro moments for potential flower buyers. Are you found in a mobile search?

• Be useful. Be relevant in those searches. Create special mobile-friendly webpages for those micro moments

• Be quick. They will be on the go so setup special shop protocol to address micro moment needs

be mobile friendly• April 21, 2015 “#mobilegeddon”

• Google changed their search algorithm for mobile searches — no mobile-ready or responsive website? No search result.

• https://www.google.com/webmasters/tools/mobile-friendly/

• mobile responsive vs mobile ready

mobile ready

upended.ca, 2015

iPad: April 3, 2010

mobile responsive

designmodo.com, 2015

mobile search databases• www.google.com/business

• www.bingplaces.com

• www.aabacosmallbusiness.com (yahoo)

• https://biz.yelp.com

• www.weddingwire.com

• www.theknot.com

build online presence

Mediative 2014

business taxonomy• tricks no longer apply, SEO is now a content strategy

• develop your business taxonomy

jot down words customers use when placing orders — think everyday business, keywords specific to holidays/occasions, customers in a rush (think micro moments)

consider changing names of products and descriptions to reflect keywords — purple plush vs iris floral spring fling

must apply structural seo• apply taxonomy hierarchy

• every webpage must have unique <title> and <meta name=“description> tag

• restructure navigation menus (page titles should match menu name)

• use header tags in text <h1>, <h2>, <h3>

• content must complement <title> <meta name=“description”>, headers

<title>

<title>

<title>

<meta name=“description”>

<meta name=“description”>

<meta name=“description”>

restructure urlswww.yourshop.com/weddingflowers

www.yourshop.com/funeralflowers

www.yourshop.com/anniversaryflowers

www.yourshop.com/onthewaytodinnerflowers

www.yourshop.com/imsorryflowers

content must be fresh• everyday (if possible). If not, be consistent on

regular schedule

• small changes are as good as big changes

• rewrite for specific social, then link back

• bold keywords within content, link to webpages within website when possible (intra-site links)

• build inbound links (blogs are good)

florist, local delivery fresh flowers, roses, Fairfax, VA, 7038385210

Weddings Everyday Flowers Corporate Events

Taxonomy of Renato’s Flower Shop

Local family business, Vienna, Reston, Oakton, lilies, gladiolas

Primary

Secondary

Business Activity Business Activity Business Activity

Subpage Subpage Subpage

Subpage Content

Subpage Content

Subpage Content

Homepage& Content

St. Leos Catholic Church, Fairfax Country Club, Chantilly Country Club

Get well bouquet, Anniversary, Romance,

Birthdays, red roses

Hyatt Regency Fairfax, George Mason University

Auditorium, Hilton Fairfax

Jones & Smith Wedding Penn & Jenkins Wedding

Berg & Hoyt Wedding Hoffman & Boyd Wedding

Smith Memorial, Judith & Jim’s 50th Anniversary, get-

well flowers for Sally, Bob proposes to Jenny

VMWare Corporate Retreat, HP Great Ideas Conference, ASAE Idea Swap, Oracle’s Weekly

Reception Flowers,

Business Activity

St. Leos Catholic Church, Fairfax Country Club, Chantilly Country Club

Everyday Flowers

Business Activity

Anniversary, Romance, Birthdays, red roses

Smith Memorial, Judith & Anniversary, get-

Bob proposes to Jenny

leverage video• other social media is saturated

• start youtube.com channel (second largest search engine, behind Google)

• use a smartphone to capture 30 second, 1-minute clips (at event, designing at the shop, care info)

• tag it! geographic info, venue, flower names

• embed in website, social media

Search Marketing

Mediative 2014

brand protection• fact: competitors will bid on your shop name. And

it’s legal (they just can’t use name in ads).

• using name in ad? Call the lawyer and trademark your business name

• send notice to Google https://services.google.com/inquiry/aw_tmcomplaint

• send notice to offending advertiser

brand protection• start Adwords (not Express) and Bing campaigns

• setup basic account, budget at least $300 a month ($10 a day limit)

• set realistic geographic ranges and specific cities

ppc best practices• be patient: wait at least two weeks before you start

to tweak campaigns

• use search term modifiers and negative keywords

• consider building additional campaigns that focus on wedding and funeral business

• build special landing pages (funeral and wedding campaigns) to link from ads (helps quality score)

1(800) 336-4743 ext. 210

www.renatosogueco.com