etailing nacdep 2014
DESCRIPTION
Introduction to etailing plus other resources all for #smallbizTRANSCRIPT
http://go.unl.edu/etailing
UNL ExtensionConnie Hancock – [email protected] Jay Jenkins – [email protected] Kahl - [email protected]
NDSU ExtensionGlenn Muske - [email protected]
The Starting Point
“Build it and they will come” doesn’t work
-Didn’t work for brick and mortar – Won’t work for ecommerce
Why be concerned?
• In 2013, retail sales overall were flat. – Yet, digital sales grew by double digits – 2014 - $250 billion in estimated online sales
• And eTailing is much more than sales!!
eCommerce
• A way to bring the customer to your • It’s where people are• It influences purchasing behavior– Forrester Research – Today’s buyer is often 2/3 to
90% of the way through the decision making process before they ever interact with a person
– Got there by gathering information online• Includes while they are standing in your store
• Growth seen in all demographic categories
The Bottom Line
In today’s connected world, eTailing is not an option –
IT IS ESSENTIAL!
eTailing: Taking Charge of Your Online Presence
• Focus– Content + Community + Commerce = eTailing
• Sections- Lay the Groundwork - Effective Content Creation- Plan Your Website - Online Marketing- Your Front Door - Trends
• And it’s self-guided and FREE - http://go.unl.edu/etailing
Your Online Marketing Effort
It must be part of your overall marketing strategy.
Online Marketing Keys
• Content is king• Distribution is queen• And action trumps them all.
– Action rarely happens if the consumer: • Doesn’t know where to go (landing pages)• Isn’t asked to do anything (Call-to-action)
Landing Page defined
• “…a web page that allows you to capture a visitor’s information through a lead-capture form.”
Hubspot
Improving Your CTA
• What do you want customers to do• Create the Hook– What’s in it for me?
• Give your customers a reason to act– Provide the sense of urgency
• Optimize CTA• Consistent presentation• Test and Measurehttp://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-to-action/
• https://squareup.com/
How to get started• Offer something for free– If value is there – the customer will take action
DownloadBuyFindGet
OrderPurchaseReviewShop
Call to Actions
More information on marketing – Entrepreneurs and Their Communities webinar – Crafting a Consistent Marketing Message - https://learn.extension.org/events/1394#.U58C5LUo5aQ
Community• Reviews
– People are sharing product and service recommendations online every minute of every day - Stephanie Abrams and Courtney Spritzer
• Engagement– You Community +– Community You
• Reputation and Brand
• Get on the map
• Get social
http://go.unl.edu/etailing
Let’s take a tour!
Trends• Location-based• Showrooming• Combinations – In-store pick-up– In-store kiosks
• Vehicles– Car & Driver – “In 5 years, nearly 25% of cars will be
connected to the Internet”• Visual• Cloud
Final Thoughts
• It’s a tool– Examine ROI
• Privacy and Security remain key• IT WILL CHANGE!
Resources• Power of Business– http://powerofbusiness.net/ • Engage business owners and expand their networks
allowing for shared learning and problem solving• Find Live Chats, Blog, Newsletter, and Tips
• Entrepreneurs and Their Communities– https://www.extension.org/entrepreneurship
• UNL Huskerpreneur – http://huskerpreneur.wordpress.com/
• NDSU Small Business– http://www.ag.ndsu.edu/smallbusiness
Other Online Curriculums
Direct Marketing of Food Specialty Products
http://go.unl.edu/directmarketingfood
Marketing Agritourism Online
http://go.unl.edu/agritourism
http://go.unl.edu/etailing
UNL ExtensionConnie Hancock – [email protected] Jay Jenkins – [email protected] Kahl - [email protected]
NDSU ExtensionGlenn Muske - [email protected]
QUESTIONS??