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Some tips on selling online based on 5 years of learning.
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IBEC Course March 25th
Colm Griffin, Purchase.ie & E-Commerce Ireland
Online Store Established 2009
Specialise in the sale of products to help people save money.
Over 300 products available through site
Selling into over 30 countries
Green Awards Finalist 2012
What is Purchase.ie?
Set up November 2012 to help Irish online sellers to sell online more effectively
Regular monthly events at which invited guest speakers talk about various aspects of selling online
Over 650 members in the group to date
What is E-Commerce Ireland?
Irish consumers spent €4 billion online in 2012.
€3 billion of this spent with overseas companies
Traditional bricks and mortar stores slow to embrace selling online.
Many that have embraced it have been badly advised and many have given up.
Ireland and Selling online
Online is NOT a case of......
Are others successfully selling similar products online?
Where and how are they selling?
Can you compete? (Costs associated with selling online)
Does an opportunity exist online?
Do google search?
Check Multi-Channel Platforms (Alibaba, Ebay, Amazon, Etsy etc)
Use google tools like keyword planner
Social media trend searches
Run a google alert on it
Are others selling?
How?
Through own website OR Multi-Channel Platforms OR BOTH
Why?
High search engine ranking Customer Endorsements
Good content marketing Good Use of Social Media
Using effective video marketingBest Price
Pay Per Click Campaigns
How and why are they selling well?
Web development cost Email marketing costs
Merchant Fees Video marketing costs
Multi-channel seller fees SEO costs
Pay per click advertising PR costs
Fulfilment costs Social media costs
Warehousing costs
Can you compete? Costs associated with selling online
Opportunity Exists
Short-term
– Sell through multi-channel
Long-term
- Build your own online store
Short term & Long term
- Professional look
- Easy to navigate
- Professional images
- Visible contact number
- Good and clear product descriptions (not copied and pasted from suppliers)
- Product videos embedded on site
- Customer product endorsement published
- Keep site fresh with new content
Get website to Look Right
- User friendly URL’swww.greatshoes.com/mens-italian-black-leather-shoes/
www.greatshoes.com/product2102x
- Good use of Meta Heading tag - Mens Black Italian Leather Shoes
- Good use of Meta Description tag - Italian Black leather shoes for men. Available in size 6 to size 11. High quality Italian shoes with leather soles.
- Install google webmaster tools
- Install google analytics
- Install sitemap to root directory of website
- Register site with google and create google places and google plus account
- Do cross browser checks of all pages on the website
- Ensure site is optimised for Tablet and Mobile traffic
Get website Architecture Right
Meta-Tagging Search Engine Results
Two types
On page SEO – What you on your own website to influence google rankings.
Off page SE0 – What you do externally to influence google rankings.
Search Engine Optimisation (SEO)
User friendly URL’s
Good meta tagging
Good original wording content (use google keyword planner to assist!)
Good use of Heading Tags (H Tags) in product description
Link to new product from home page of your website
On page SEO
Share product page URL’s on your social media accounts. Google Plus, Facebook, Twitter, Linkedin, Pinterest, Stumbleupon, Digg
Creating video link on youtube to product page
Run a PPC Campaign Direct to Product URL
Promote through E-Mail Marketing
Distribute press release about it and publish online News4media.ie, Irishpressreleases.ie prlog.org
Run online competition give-away and promote through competitions.ie
Off Page SEO
Two main types
1: Google Adwords
2: Facebook Advertising
Pay Per Click Advertising
Ensure to direct campaign to the most relevant page on site (NOT HOME PAGE)
Use google keyword planner to decide on keywords to use for campaign.
Offer incentive to encourage clicks (“10% off today”, “best online price”, “free delivery” etc)
Limit daily spend on campaign and length of time campaign runs for.
Set location for campaign to where you can compete.
Consider using only exact key phrases for campaigns.
Google Adwords Tips
Adword Campaign Example
Great for targeting people with specific interests of people in specific locations
Ad will need to be very appealing and best to link to your facebook page as opposed to website
Best to use humour and keep it topical.
Difficult to convert to immediate sales
A high number of followers does give you creditability
Facebook Advertising
Facebook Advertising
Facebook Post Images
Facebook Post Images
Great way to show how product actually works
Upload to youtube, vimeo etc with direct link to product page for referral traffic
Run competition and ask customers to submit product reviews
Video Marketing
Product Video Review Example
Allows you to regularly communicate with customers
Have a sign up facility on your website
Offer incentives to sign up (discounts on orders etc)
Mailchimp recommended
Give useful information not just a sales pitch
Good subject title key
Measure success and make adjustments to improve next time
Don’t overdo it!
Email Marketing
Email Marketing
Email Marketing
Email Marketing Campaign 1
Email Marketing Campaign 2
Email Marketing Campaign 3
Email Marketing Campaign 4
Email Marketing Campaign 5
Build database of relevant journalist contacts.
Build relationships with these journalists.
Ensure press releases you send out are newsworthy.
Persist but don’t overdo it.
PR and Selling Online
Magento – Great but usually big development cost and difficult to self manage thereafter
Wordpress Plugins – eg Woo-commerce, Tribulant – Will probably need developer from outset. Can be self-managed thereafter, great plugins but need to be updated regularly. Good support forums.
Shopify – Getting increasingly popular. Reasonably easy to build but not self-hosted. They charge monthly fee and transaction fees.
Online Shop Platforms
The more options to pay the better (Paypal and / or Credit Card)
Beware of merchant fees!
Beware of fraud!
Beware of charge backs!
Payment Processing and Checkout
The more options to pay the better (Paypal and / or Credit Card)
Beware of merchant fees!
Beware of fraud!
Beware of charge backs!
Payment Processing and Checkout
Catch 22 between how many orders and how much it will cost you!
Signed for orders can be important.
Expect returns!
Expect damaged orders!
Fulfilling your orders
Ensure a real opportunity exists Get site architecture right from the outset The real work starts after site built. Set your SEO right! (avoid the agencies!) WRITE GOOD ORIGINAL CONTENT Be careful with PPC campaigns Video marketing should be given serious consideration Write ups generally offer more value than advertising Thread on side of caution with Merchant fees and
chargebacks Expect returns and damaged orders
Final Tips
Finally....... Be prepared for hard work
Colm Griffinwww.purchase.ie
sales@purchase.ie
@purchasedotie
@ecommerceirelan
@griffincolm
Contact me
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