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The document outlines five strategies to increase online sales, emphasizing the importance of adapting marketing mixes to target audiences, utilizing content marketing, optimizing conversion rates, implementing remarketing techniques, and integrating marketing communications. It highlights the evolution of SEO into content marketing and provides practical tips for enhancing website effectiveness and consumer engagement. The overarching theme stresses the necessity for businesses to adjust their marketing approaches in response to changing consumer behaviors and preferences.
Local chambers networking event
- 1. SEO has moved on, have YOU? Charles Ryder | 9th September 14 Business After Hours Networking Event 5th March 5 Ways to Increase Online Sales
- 2. Business After Hours - 5 Ways to Increase Online Sales • Established in 2000 by CEO, Charles Ryder • One of the first dedicated Internet Marketing companies in WA • Grown into Perth's leading specialist online marketing agency • Small team of local SEO professionals specialists • Specialise in SEO & Paid Search Advertising • Our Values (Sharing, Caring, Authentic, Outstanding, Rewarding) Welcome to White Chalk Road
- 3. Business After Hours - 5 Ways to Increase Online Sales 1. Change your marketing mix according to where the audience is 2. Employ Content Marketing (SEO redefined) 3. Employ Conversion Rate Optimisation 4. Employ Remarketing Strategies (Online Banners) 5. Use Integrated Marketing Communications 5 Ways to Increase Your Online Sales
- 4. Business After Hours - 5 Ways to Increase Online Sales • Consumers buying behaviors change • Physical and mental changes to consider • Annual report outlines shift from traditional to digital • Marketers need to adjust and move budgets around • Search Engine Marketing has become fastest growing area 1. Change your marketing mix according to where the audience is
- 5. Business After Hours - 5 Ways to Increase Online Sales Review the basics: • What are the main goals you are looking to achieve? • What marketing channels can help you to achieve your goals? • How can the channels work/integrate together? • What type of people do you need to get involved? 1. Change your marketing mix according to where the audience is • What can you manage internally vs. using external expertise?
- 6. Business After Hours - 5 Ways to Increase Online Sales 2. Employ Content Marketing (SEO redefined) “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” • SEO has evolved into Content Marketing
- 7. Business After Hours - 5 Ways to Increase Online Sales 2. Employ Content Marketing (SEO redefined)
- 8. Business After Hours - 5 Ways to Increase Online Sales Web traffic alone is not enough to generate sales on your website! Why is it so important? Example: 1% conversion rate on 1000 unique victors = 10 sales 2% conversion rate on 1000 unique victors = 20 sales (100% increase) Some Methods we use: • Click-Path Analysis • Conversion Funnel Analysis • Heat-maps • Customer Experience Videos • Site Usability Testing 3. Employ Conversion Rate Optimisation
- 9. Business After Hours - 5 Ways to Increase Online Sales Some practical tips: • Create well organised copy • Target the right audience & focus on high performing keywords • Tell your customers why they need your product/service • Why are better than your competitors • Use clear and effective site navigation • Use trust and credibility logos • Clear call to action 3. Employ Conversion Rate Optimisation
- 10. Business After Hours - 5 Ways to Increase Online Sales • Advertisements (banners or text) are shown to internet users who have already visited your website • Leverages your current advertising dollars • Brings potential buyers back to your site 4. Employ Remarketing Strategies (Online Banners)
- 11. Business After Hours - 5 Ways to Increase Online Sales 5. Use Integrated Marketing Communications (IMC) • Coordinate your marketing efforts across multiple channels • Create a seamless experience for consumers • Core image and messaging are reinforced • Create plan
- 12. Business After Hours - 5 Ways to Increase Online Sales 1. Change your marketing mix to focus a little more on where the audience is, e.g. the Internet and smart phones 2. Provide real value to your consumer by providing expert and valued content, e.g. linking great editorial or blog articles to great relevant resources on your corporate website 3. Better convert the visitors that you ‘earn’ through Conversion Rate Optimisation 4. Re-engage with your potential leads through a remarketing campaign 5. Align all of your marketing channels and leverage each 5 Ways to Increase Your Online Sales - Summary
- 13. Business After Hours - 5 Ways to Increase Online Sales Any questions? Final Questions
- 14. Business After Hours - 5 Ways to Increase Online Sales Thank You & Enjoy the rest of the night
Editor's Notes
- #3: We have some important values that we follow in everything that we do. These values are more than a list to be put up on a wall or our website. They are ingrained into everything we do and our service offerings are imbued with these principles from the start. Only by doing this do we develop a unique culture within our organisation that delivers sustainable results to our customers and job satisfaction to our employees. Sharing We are great advocates of knowledge transfer and the sharing of information. Not only do we promote this amongst our staff and have regular meetings, think-tanks and leadership meeting but we get our clients and partners involved and extend the educational process of learning about SEO and online marketing get them involved in the process. Caring We care about our clients businesses and consider ourselves part of their marketing and sales team. Doing our work is more than just ticking a box or spending the allocated service hours, it is doing the right thing we cause we know that time and money matters and that we can help because we have the skills to do so and employ the right people with the capacity to put themselves in our clients shoes and position. Authentic We're the real deal, specialists in the industry and we've proven ourselves in the last decade many times over and will continue to do so in the future. We say what we mean and do what we say. Transparent We're open and clear about the results that we've achieved for our clients and the results that we can achieve for you and the work that's involved. We record everything that we do and are fully accountable for the hours that we provide service for. We also report and communicate with you in plain English ñ no jargon ñ so you can fully understand the changes we're making and the work that we're doing. Outstanding We thrive to be good at our jobs and to stand out from the crowd as individual professionals serving our clients as representatives of our company. We want to be known for exceptional service and good results for our clients measured by a positive return on investment. Rewarding (& Fun!) Being good at what we do, achieving results and receiving appreciation from our clients gives us the job satisfaction that we desire. We consider this a win-win situation. If our clients are happy we can go home being pleased with ourselves. In turn, we have more motivation to keep doing a great job which leads to more customer satisfaction. A vicious happy cycle. And with our friendly team we have fun while we're doing it.
- #5: (Interconnected World: Shopping and Personal Finance, 2012)