Competing Online - How to Build an Online Presence to Drive Sales

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  • Shane ONeill - Vice President - Fruchtman Marketing

    Competing Online - How to Build an Online Presence to Drive Sales

  • How to Build an Online Presence to Drive Sales

    Want to be successful? Start.

    Buy into whats happening online.

    Build the appropriate infrastructure.

    Develop a plan.

    Be excited about the opportunities!

  • How to Build an Online Presence to Drive Sales

    Your New Retail Store Front Do you have commitment issues?

    Becoming successful online costs money!

    This is probably the most important aspect of a retailers business, yet most jewelers invest the bare minimum into its success. Youll get out what you put in, but you have

    to build a plan and stick to it.

  • How to Build an Online Presence to Drive Sales

    Your New Retail Store Front Do you have commitment issues?

    Better Website, Better Business.

    Your website is the most powerful marketing and sales tool you have. Its the cornerstone of your business.

    Build a great one and continue to develop it. Its the single best investment you can make.

    Heres Why: Lets look at the generational shift.

  • How to Build an Online Presence to Drive Sales

    Your New Retail Store Front Do you have commitment issues?

    A Shopping Experience is a Shopping Experience

    In a recent web shopping experience survey 36% indicated that they would outright abandon a purchase based on a bad experience and 30% would never return to that website again. More concerning, 33% would immediately go to a competitor.

  • How to Build an Online Presence to Drive Sales

    Your New Retail Store Front Do you have commitment issues?

    Forget SEO, Think SECM

    SEO was always much more than just some secret backend coding. Getting ranked high in organic search centers around content building

    and understanding what can help your site get noticed. So, its not enough to build a great site, you have to maintain and actively update content and inventory. We call it Search Engine Content Management.

    Heres Why: Google Flipped the Script Last Year

  • How to Build an Online Presence to Drive Sales

    DID YOU KNOW: Starting January 1, 2017, Google started to penalize sites with Pop-Up banners in search rankings.

  • How to Build an Online Presence to Drive Sales

    Your New Retail Store Front Do you have commitment issues?

    Build it and they will come is a line from a movie.

    Build and plan a budget for the year. Sounds simple, but many wing it. You cant execute an online strategy if you never have the plan.

    How Much: 6-8% of gross sales

  • How to Build an Online Presence to Drive Sales

    Your New Retail Store Front Do you have commitment issues?

    Are you a Jeweler or a Marketer

    Most retailers cant even come close to doing all their marketing on their own. So, hire someone who knows what their doing! Whether thats in-house or through an agency, professionals own this space

    and can actually save you money vs. going it alone.

    Why: The same reason I shouldnt buy your diamonds.

  • How to Build an Online Presence to Drive Sales

    Getting Your Business Seen So what is SECM? Well, its a number of things that all help

    to get your site ranked and noticed, such as:

    Connecting your social assets including your Google business page.

    On page SEO including ALT tags.

    Use Google webmaster tools for indexing, sitemap submission and more.

    Writing content to reinforce page specific keywords.

  • How to Build an Online Presence to Drive Sales

  • How to Build an Online Presence to Drive Sales

    Selling Online Online sales in the U.S. to reach $523 billion by 2020. Up 56% *

    Total Holiday Sales (Nov 1 - Dec 31, 2016) $91.7B - Up 11% **

    Macys closes 100 stores after weak holiday sales

    J.C. Penny announces closure of 130-140 stores in Feb

    The Ecommerce Tsunami

    Requires a sophisticated approach to Digital Marketing

    * Forrester Research Inc ** Adobe Digital Insights

  • How to Build an Online Presence to Drive Sales

    Selling OnlineFor a clearer picture, look at AMAZON.

  • How to Build an Online Presence to Drive Sales

    Selling Online Most retailers today dedicate 25% - 60% of their overall

    marketing dollars to online initiatives. (Overall marketing budgets are 6-8% of gross sales)

    Establish KPI's and measure conversions. Most retailers don't do these things and, as a result, are left in the same stagnate rotation.

    Find an experienced partner who can articulate a multi-layered approach to digital marketing not just someone who talks about paying for clicks. What do they believe? Whats their strategy?

  • How to Build an Online Presence to Drive Sales

    The Sophistication of Digital Google AdWords (PPC) as an Example

    Keyword Types - Broad, Phrase, Exact, Negative

    Sitelink Extensions - Additional specific pages on your site

    Call, location, seller ratings, app extensions

    Shopping Campaigns

    Display ads

    Optimization of performance

    Unless youre Google certified, youre probably losing $$$

  • How to Build an Online Presence to Drive Sales

    Paid Search Phrase match "custom jewelry design"

    your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it.

    local custom jewelry design

    Exact match [custom jewelry design]

    your ads can appear when someone searches for your exact keyword, without any other terms in the search.

    custom jewelry design

    Negative match -costume

    Prevents your ad from showing to people searching for unwanted terms.

    costume jewelry

    More than just keywords Broad match custom jewelry design

    Your ad may show if a search term contains your keyword terms in any order, possibly along with others

    lost jewelry was custom design

    Broad match modifier custom +jewelry +design

    Your ads can only show when someone's search contains those modified terms, or close variations of the modified terms

    local jeweler custom design

  • How to Build an Online Presence to Drive Sales

    Quality Score Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.

  • How to Build an Online Presence to Drive Sales

    Not All Digital Is Equal Some digital vendors require higher minimum spends

    This provides them with purchasing power for placement

    Big difference between above and below the fold

    Business card ad in back of pub vs. full inside front cover

    Can produce dramatic difference in CTR and cost

    Digital Marketing is a serious business and competition is fierce. With strategy becoming proprietary.

  • How to Build an Online Presence to Drive Sales

    A Final Word on Local SEOEach year, Google changes its search algorithm around 500600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on.

    Starts with a well built site. Create Original, Quality Content. Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools

    Mobile optimization.

  • How to Build an Online Presence to Drive Sales

    Ready to get started? GO.

  • Thank You for Attending!

    See what we can do for you at: fruchtman.com