competing online - how to build an online presence to drive sales

Shane O’Neill - 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 what’s happening online.

Build the appropriate infrastructure.

Develop a plan.

Be excited about the opportunities!


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 it’s success. You’ll get out what you put in, but you have

to build a plan and stick to it.



Better Website, Better Business.

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

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

Here’s Why: Let’s look at the generational shift.



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.



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, it’s not enough to build a great site, you have to maintain and actively update content and inventory. We call it Search Engine Content Management.

Here’s Why: Google Flipped the Script Last Year


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



“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 can’t execute an online strategy if you never have the plan.

How Much: 6-8% of gross sales



Are you a Jeweler or a Marketer

Most retailers can’t even come close to doing all their marketing on their own. So, hire someone who knows what their doing! Whether that’s 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 shouldn’t buy your diamonds.


Getting Your Business Seen• So what is SECM? Well, it’s 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.


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% **

• Macy’s 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


Selling OnlineFor a clearer picture, look at AMAZON.


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? What’s their strategy?


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 you’re Google certified, you’re probably losing $$$


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 -costumePrevents your ad from showing to people searching for unwanted terms.costume jewelry

More than just keywords Broad match custom jewelry designYour ad may show if a search term contains your keyword terms in any order, possibly along with otherslost jewelry was custom design

Broad match modifier custom +jewelry +designYour ads can only show when someone's search contains those modified terms, or close variations of the modified termslocal jeweler custom design


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.


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.


A Final Word on Local SEOEach year, Google changes its search algorithm around 500–600 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.


Ready to get started? GO.

Thank You for Attending!

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