March 29, 2020
What Makes an eCommerce Business Click? | eCommerce Marketing Strategy 2018 | Simplilearn

What Makes an eCommerce Business Click? | eCommerce Marketing Strategy 2018 | Simplilearn

hello and welcome everyone to today’s
webinar on what makes an e-commerce business click if you manage an
e-commerce business digital marketing is your bread and butter
and while the basics of marketing may never seem to change your market and the
digital economy are always evolving as other ways the consumers behave online
what makes them tick and what makes them click today’s webinar we’re going to be
joining that one but two e-commerce digital marketing powerhouses Jeff
Ferguson the CEO and founder of Fang digital marketing and Peter leaver CEO
of prime view they’re going to be sharing the latest research and
recommendations on the current ecommerce market how online businesses are doing
and what’s working and what’s not they’ll also learn the role that digital
marketing plays and how you can use that in any of your e-commerce business
objectives so our guest today is Jeff Ferguson we have two guests Jeff as the
first one is a CEO and the founder of bang marketing specializing in search
engine display social mobile marketing and more with over 20 years of online
marketing experience Jeff has led the online marketing efforts for companies
such as Hilton Hotels Kimberly Clark Interactive Corp Experian and Napster we
also are honored to have theater Leafers a CEO and the founder of prime view an
award-winning web design agency and that’s considered as a leading authority
on online marketing and business solutions across the state of Arizona
with Peter the helm prime view has provided startups and fortune 500
companies alike with online solutions to meet their business needs over 20 years
of experience in the web industry he advocates for the implementation of
data-driven strategies to reduce tangel results and you get to hear those
recommendations for free today so welcome again Jeff and welcome to you
too Peter two-hour webinar thanks a bunch and always really a
pleasure to work with you guys and everybody over it over
I’m view over at assembly rather and we looking forward to this presentation
today I’ve had the pleasure of knowing Peter Fleur oh well over a decade at
this point on Peter and I actually met when I was speaking at a conference in
London and quite famously stood up after the Michelle and it was kind of like
heckling me from the back about some specific questions and I they only thing
out for a beer afterwards and I’d answer everything you wanted to do and then we
became best friends since then I’m going to let Peter kind of take most of the
wheel today and you’ll you’ll hear me kinda come in on some specific
promotional type information and kind of add some color to some of the things
because we obviously worked in e-commerce for over 20 years at this
point and also want to mention that you’ll see in the beginning of slide
Peter has assembled some just fantastic statistics about e-commerce and its
growth and things like that and we put those in there for a really specific
reasons not necessarily to kind of sell you on the concept of e-commerce but
because we feel it actually comes in handy when you were trying to sell
ecommerce maybe up the channel that or why you you know you need to get budget
away from another project or you know why these become more important II um
they’re great little tidbits of information that you basically say this
is the reason why we have to get tackle stuff right now if they don’t know that
already so with that in mind I’m going to go
ahead in this over to Peter and we’ll get started
makes much JEP I appreciate that so uh lots of information to discuss today so
I’ll try to be brief and again and maybe we can ask questions as we go again
presentation so obviously it’s growing we started our company in the 1990s W is
like 40 million users now 287 million users that’s in the u.s. I actually
don’t think the only people that don’t have you come to the internet access are
going to be you know my five-year-old son and a few other people who are 80
plus even though my grandmother I’m still ad so that’s obviously growing and
it’s becoming more ubiquitous in our daily lives so but having seen that kind
of get us a viewpoint of housing moving along and nowadays like you know
the growth of e-commerce is with 18,000 percent when we started with 2.4 billion
dollars and as of this year it’s a four to forty billion dollars of transacted
online that’s in the US China is something like 600 day so this is
obviously a huge and growing area then you can address the next slide up to the
points that existed a Segway Jeff you know how the richest man in the world in
the country is right now no Peter Drummey Jeff Bezos the owner of a Nevada
ironic so as an e-commerce guy I’m very excited that another on this guy is kind
of written the top so it’s just fascinating to watch that so when you’re
looking at trends clearly you know Bill Gates was the guy from for a long time
to get you you know a software empire now ecommerce that’s incoming is ribs in
that capacity so you can see that there’s skews it’s kind of the way
things are on this slide is an interesting fact
so 13% ball a retail that retail like which is that all of the physical
transactions and goods are actually done online so that’s about it’s about a
three trillion dollar marketplace in terms of retail and the e-commerce is
only at 13% so there’s a huge growth opportunity we see that growing to 17%
the future which looks which adds another eighty billion dollars in terms
of growth of how people are going to start using their phones and stuff like
that so again ecommerce as a capacity as a service is growing dramatically on
media and here’s a huge example so that business is flowing from companies to
like Amazon’s of the world of Walmart is trying to get back and game disagree but
I mean like like my first job was with RadioShack talk about a company that’s
no longer you know that kind of missed the whole boat of completely got washed
out by them by that thing and that you’ve seen like Sears and this is a
good UX kind of conversation but I mean they’re no longer they used to be a
strong brand but they’re just in terms of their mobile experience and their
whether they look like that they just missed the game a company has had a
strong comeback and X passing the destinations and a lot more engagement
on with products and customer ISM as
posting some stronger results JC Penney’s we’ll see how that goes but
these are you know these are companies that are announcing store closures and
trying to reduce the size that they can stay irrelevant more online it will be
anywhere kind of them right yeah and it didn’t like to that point like one of
the things I respond that’s really interesting here is if you think about
it if you think about like the history of like retail especially in the United
States both JCPenney and Sears got their start off as like a catalog company you
know it’s just a classic no mail it to your house and do whatever it is I mean
dated they were really kind of like the early foundations of that type of
business before they actually had the
brick-and-mortar kind of stores so it’s almost like they forgot to go back to
the roots when that type of business took back over and they should have been
able to pivot a lot faster but they just didn’t move quickly enough right yeah
that’s what we have the Chinese till bankruptcies in 2017 that’s you know
something like eighty billion dollars of market share revenues they had is gone
it switched over to e-commerce and Amazon and their competitors so trends
for 2018 these are things you should be aware of as you’re designing your
website as you’re doing things about marketing and stuff like that so the
first thing is like more than three-quarters of online shoppers would
like how to order ship the same day so if you live in a major city right now
Amazon does aqua see three shipping and we’re seeing vendor two starting off
that but certainly having your products close to your customers where they can
interact with it it’s going to be a is a driving of consideration for how how
fast or how much the woman’s engage with so you know logistics is really coming
in critical it can make critical component about how these things work
the almost two-thirds of customers would like to receive you know if they can get
it within the hours and I think Amazon Prime is offering the like a couple hour
delivery definitely have it where you’re at but they’re storing the role that
announced Olympians domain you know maybe so much more engaging subset where
that’s good yeah out here know Los Angeles we’ve got that on that type of
level and we’re even see they started to see some really interesting experiments
not just with Amazon but even with some of the other big players in the area
like Walmart of those dimensions is trying to get back and do it they’re
doing a pretty good job and one of the ways that they’re trying to like sift
themself apart a little bit is is like how that delivery happens to the point
to where you can even get really specific directions as far as like
actually like letting them into your house so that groceries get delivered in
a really specific way or nice change out to make a difference either keep
something this evolution from the evolution kind of thing to where it’s
moving beyond just like how quick you can get it but and like how customized
that can be you know one day they’ve been talked about the idea that you know
not only will they come in the house but you know it’s like if it’s food it’s
right in refrigerator it’s just very ready for you when you get home not
quite ready to have some small marble and house it but for kids or that is the
latest when they have it some of the car companies will and I can have access to
your trunk or something like that yeah no I don’t need some hacker to be able
to get yeah but anyway that’s definitely the time to go wrong once to the noble
ever do it again right but it’s China no which is obviously a higher distribution
place to these these you know the logistics that we’re developing in the
US are have already been done is they have such high density populations so
people are linked before they come home they’re mobile device and they’ll have
groceries delivered like that neck without the exciting stuff okay so
making a trend so uh to them but this is an interesting stat so mobile running
commerce study by so consumers depend on mobile phones your research products
more loud than ever to make purchases and get even more vital investments so
the bottom line for this is people typically have by here like an exam was
Jeff post some he posted something about his cool uh refrigerator the cooler that
had wheels and stereo and all kinds of other stuff and I went of course to look
online to see what the device was where I get it um you know all that kind of
stuff so what’s going on is people are hearing about things either through
their social social areas through magazines to print or even walking
through stories and using their mobile devices to go find out research more
about products so the mobile footprint that you have is influencing people’s
purchasing whether it’s print whether it’s a physical product in a visible
store your desktop experience or even even the you know your mobile e-commerce
site but that is having coupons and we see that to grow even more in the next
couple years so you know this is a 2016 that we think it’s going to be at least
one point five trillion dollars in the next year it not to trend in 2018 so
local it is kind of an interesting one it’s a little more it’s not quite here
yet but you know local commerce delivery versus drones this an explication I
don’t think it’s going to be accurate but they said 16,000 commercial drones
in use by 2018 I think we’re still on the cutting edge you’re trying to forget
it out most people are concerned about you know having a drone drop in the full
current under our roof or whatever so we’re not quite there yet but there is a
significant cost savings like a 60 percent cost savings if they can figure
out how to use the drones the last mile so you can imagine that the big
companies are looking at saving you know hundreds of millions if not billions of
dollars but using drones they’re going to be trying to figure that out any way
they can and I wouldn’t be surprised if we see that in action at least next
clears voice voice command shopping I’m sure you guys have heard about all the
stories of the you know the kid that actually ordered their favorite doll
house and had a $60 $60 dial he’ll show up at their front desk because their
parents been disabled online purchasing that is a big deal companies are
spending lots of money to be able to integrate with my residents stuff
recently but integrate with you know with the Amazon the series stuff like
that I mean our house we’ve got series Amazon and Google Voice Google’s Google
application also you know adds a voice tool and comes to trying to figure out
how you can integrate with those tools is to go say bye-bye
tell me some more clips I mean more of this but we see that growing
significantly the next couple years animation community e-commerce like you
want to be looking at that tool and figuring out how to how you can use it
how to impact your business these from a competitive perspective
yeah actually think this is I think that’s going to be one of the next big
battle grounds that you’re going to see on how that all comes together biz
you’ve got companies like Amazon and Google that have done this this great
groundwork but making sure that got out and and widely dispersed and
they’re cheap and people love them and they’re doing a lot of like fun tricks
with them like listening to music or you know having to tell jokes and a few
other things and you know as you mentioned there there are you know some
things where you can order things when they’ve gotten people in a certain habit
where they can kind of yell and say hey you know ordered me paper towels and do
whatever it is but one of the really interesting things is is that when
you’ve got a marketplace that we are start asking for generic products like
that we’re asking for paper towels or toilet paper or whatever it is you’ll
notice it would end especially that they will default to sending you like the
Amazon basics kind of brand in that instance because those are the ones that
are right there and I think when you’re you’ll see as far as like the next big
like not necessarily fight but one of the ways that Amazon will probably help
themselves make money is the idea of instead of doing it from like a strict
you know CPC kind of battle like you did with Adwords what it is is you’ll have
brands that are vying for who gets to show up as the default setting in that
time when there’s not the default setting being and I think that’s
something like yet another way that Amazon make money on in the kind of in
the voice search type of space and I think Google will get to that next as
well and it like right now you know you can you can kind of experiment with like
voice commands and things which is up in voice search results or whatever it is
but there’s no specific way to get there um and I think you’ll that’s that’s next
it’s just a matter of like how can they actually like monetize that network
never take money to make it all work absolutely so that is definitely next
big thing on the scene one of the other areas that we think is really big at not
so much it next thing but really a powerful thing in 2018 is basically chat
box right chat box is a little box to dump them onto the screen and your visit
website you’ll see them usually on the bottom part I almost have to consumers
list live chat is the third way to connect right and about the same number
saying that they would they would buy each other so what that does I mean you
know from the consumers perspective they don’t have to call sales guy they don’t
have to go dig through it FAQ they don’t have to do you know send an email and
hope it gets answered they can get their information right there and so we’re
seeing that stretch into not only business hours but 20 24/7 Mike
cases and it does as the percentage increased conversions or standards
recommendation customers you know if you can have a chap on your website you
should definitely do that and nowadays you see the easier to
automate those things or to build a list of the same FAQ or whatever they have so
again the cell reclamation recommendation everybody is if you have
a site add a chatbot box have some internal staff or external staff support
people do it but it does make a big difference in sales on our sales
conversion yeah it’s kind of remarkable to see how that’s grown like a or out
and how quickly as then as far as technology goes because I remember when
you first started to see that it was it was a real pain in the neck to implement
and now it’s you know you throw a few lines of code up in your site like you
do like so many other things with with web and locations and it’s got an easy
and now I’ve even seen there’s a couple companies throughout they’re competing
in this space that are kind of reaching into the the other kind of like the
messaging space to where you can get those box integrated as well like with
Facebook Messenger and a few others where they release you set up and it’s
really remarkable if you think about it just how quickly it’s made it so you
know drag and drop you know a lot of the box kind of solutions that do were
something before we used edit you know had to bring in six programmers to
implement it now it’s just yeah Kolani code in a $19 application imagine a
little joke it’s pretty inexpensive okay tweet three key building blocks of
a successful e-commerce site so these are three kind of you know critical
components and we’ll go over some suggested you know something like the
top like suggestions we have was but let’s go with the first one but music
experience so sweetie steam companies spend tons of money on advertising to
get people to website and then that website sucks
okay the user experience is horrible uh you know somebody can’t get around with
it the content on the website is not engaging stuff like that so if you are
in the business to make money to baby to commerce then you want to have quality
content and you actually configure them in the moment in short an e-commerce
site you’ve got it you know have it engaging for them that’s going to help
us you know then basically you want to make sure they experience is pleasing
for the customers there’s a site load quickly I find the navigation when I’m
looking for via navigation is a checkout process cumbersome or Kinetoscope clicks
through really quickly but one of the things that I mean way to have a
applique like to be able to assume in a website that had that enabled and we
actually enabled it for some other customers where literally you go through
you click on the item you don’t have to type in your name mission use ad your
thumbs the bottom of the phone and going to transact that may be a little bit too
easy for my wife I think but for for their overall end users perspective I’m
not trying to on a small screen type in my name and my phone number in my credit
cards up like that so it really needs elements with that with paypal and on
all these things are making it much easier to search to buy new things in
mobile and say you know to to make it make that experience even smooth Jeff in
terms of e-commerce or content need any kind of input you monster well this was
you know just like ten minutes it’s a been addition comp Dayton eight
and eight the people they can can keep it marking up it didn’t revolve is it I
think it just cause more confusion that it really helps anybody because in
reality like it you know anything this is really content when it comes to your
website it could be blogs you could do product descriptions it could be a fake
use it could be whatever and I think you know one of the big discussions we’ve
had with so many of our clients lately when we comes to talking about content
that lives on their website is like what it could actually be and over and over
all day to keep defaulting this idea that it’s you know do we have to start a
blog do we have to have this thing and we actually talked more people out of
blogging than we do into it these days because there’s so many different kinds
of different that like industry types and things that we deal with where you
go like look nobody wants to read a blog about like what you guys do it’s not
something where you you know you’ve got that kind of cadence it’s not a regular
recurring thing where people are going to check into it on a regular basis
however um you know when you think about it in the grand scheme of things and you
know and why you’re presenting that content and you know and what it serves
as you know as far as like actually describing your products or describing
your company or your service or or how these things actually help things it all
comes down to this this kind of calm that almost ties back into search every
time and you’re not necessarily doing it for search you’re doing it for your
customers and for your potential customers but like search loves it which
is you know another planet– bonus to it but it becomes a matter of like really
creating content with the idea of like answering questions about what you can
do to actually solve these things and and so that’s what was in like a you
know epic use felt a lot of frequently asked questions for Google there but
actually big they’re big embolisms wonder they’re just great pop their
victims for informations that answer these questions that helps people
decisions of you or product and service but like I said search also boards it’s
one things we’re back from the standpoint of like when you’re looking
in Google for releases of a query about like your industry in general or your
product in general and if you’re the one that’s actually has got a page that’s
dedicated to answering that specific query then you’re in the money pit
already found to thing goes with you know with the we talked about full
research and a few other things that are coming through that’s how these things
finally like come together and you could you know if you think of it at that
standpoint and kind of get out of your head with the idea of like hey look I’ve
got to have a blog and kind of go out there and pontificate about you know
like my theories forever where the industry is going just skip it the
people get investors from these days go more for things that were you actually
like helping sell your product in an indirect kind of standpoint be on be a
guide for potential customers and they’ll remember you and they’ll come
back and it’s you know again it helps with search it helps with you know a
variety of the things that you can use you can end up using this in you know
social media campaigns where you’re using storytelling there’s so many great
things you can do but think it all the way through and again think of it from
the standpoint of like how you can actually introduce your business how you
can provide answers all these things come in a variety of topics even you
know isn’t specifically about you maybe it’s about the industries as well in
general or whatever this but there’s there’s plenty of ways to go without
actually being like a specific blog god get them wrap them back into the user
experience aspect of it so the content reinforces and shouldn’t direct all the
visual experience that content of innovation and all that process of it so
it’s really a part and parcel a little bit really important aspect of like how
do you make those visuals pop now they say
so and then one things you’d last me get remember are the user experience that’s
it’s not desktop I mean nowadays like sixty seventy percent of our traffic is
mobile so you’ve got to make sure that they music experience from the you know
iPhone six the Android you know eight or whatever were you looking at and the
desktop are all consistent and we need to work with them if you spend time
making those things work right then you’re going to generate you’ll retain
more customers you will convert more customers you’ll do your create a buzz
button yeah and those of you that came to my last presentation that was on like
the the coming kind of mobile first index which section it’s not coming it’s
here already but the thing you know those that concept that was now looking
at your your mobile versions of your site as it’s from form of index so just
you know start with you know mobile start with mobile in mind because that’s
just where everybody is really doing and then just not you should ignore desktop
but keep that you know people in mind don’t make it something where you just
come to it later and said oh we probably should do this I mean start there yet
will pick it out and and you’ll be with accident its next one okay
building trust this is one of the most critical parts of the website so how
many people I see amazing designs of websites look beautiful and stuff like
that but then they skip this one part which is how do I know you’re legit how
many interesting so so they’re losing business because they’re not kind of
keeping the dumbest one so I was well because six different points of one is
company’s mission like how do I know how old of the company you have like an
email address and your phone numbers look like that so that I tip I’m
concerned about it can get back to you so the company information is important
kind of a telling the story about what the vision is those things help terms of
building to a return policy again one the reason the amazons kind of outdone a
lot of you know the Walmart supply that is really easy to send stuff back so you
know the other day I have bought some large product videos again with
humidifier or whatever it was it didn’t work right it was a pain and I was able
to put it back in a box and drop them off and lose population money so the
easier that people understand the return policy is more clear it is the more
human friendly it is the better you’re going to convert a privacy policy this
is like even more Quentin Center with the European GDP are
which is their policy mission really have to tell people like how you’re
collecting information you know what are you going to do with it are you selling
it to 13 other you know friends and cohorts or can I trust that you’re not
Facebook if you’re not selling video and their system but customer reviews you
will talk about this this is probably one of the biggest one of the second
biggest items online eighty-eight percent of customers trust online
reviews as much as a personal recommendation
so again if you’re doing shopping one of the things we’ll look at is the route
number reviews and this is one of the things I tend to look at for the site if
a site has the product has it is similar the same they look good anchor you can’t
tell difference one has more positive reviews or the other one unlikely to buy
the one that has more positive reviews so on your website and your e-commerce
systems need to actively solicit their customers to get reviews um they have it
on other other website see if you can borrow it or use those other content
content but soliciting and requesting customer reviews is a great way to drive
closure it’s calling you to more impactful Venice um trust icon
these are seals badges logos you know how long has it been in business are you
insured under XYZ you take know Europe your license with go to Arabic using
Amazon or Google or whatever the more you can establish some kind of trust
icons will see quickly in the presentation process but more likely or
the customers will work with you and feel comfortable enough to actually you
know give business lastly SSL this is kind of a given this is a little
security certificate on the website if you don’t have one nowadays just a
requirement I’m not going to touch into it do too much with that an SSL is
required to us also the really have any intelligent let the get it okay
marketing promotion this is an area obviously you might affect Jeff wanted
to leave mark work with these things you know at the most absolutely so yeah so
when it comes to this one as you can’t you can’t skip this level right so it’s
there’s so many companies we run into on a regular basis where they’ve done so
much great effort into a show like just creating these these gorgeous looking
websites on you know maybe they followed all the great advice with Peter share so
so far as far as like building sites with trust and always great things
to it on and then they just think that the fact that they put the store up is
going to make all the difference in the world right under they just think that
you know it’s like hey it’s fantastic people will just find it it’s a good way
to do it and all these other kind of things I’m
oh but talking about just become like secondary weird kind of actions where
there you go we need to do those kind of things and and companies have been like
you know made or lost based on on not exit eight participating these types of
activities so you know start with branding on a identity you actually like
you need it you actually need to spend this type of effort into it and this is
one of those things where it’s so much easier these days to actually like have
somebody create these things do it you know obviously bad great companies like
like Peters that it can kind of help you down this direction when it comes to how
these things get together with the overall website design but even if you
want to take a step back and really look at it from like an overall decision like
what your things are going to be it’s so much more than metal logo it so it’s a
look it’s a feel it’s it’s a brand voice it’s a bunch of other things that you
actually need to put together and they’ve got really great companies that
can do these things for you to make it really easy we’re a big fan of actually
using 99designs believe it or not as a company they’ve
got these these great kind of identity packages that they can put together for
you where it will not just be the logo but they’ll actually take all these
other steps did design everything from like you know if you need to stationery
or your business cards presentation the whole thing where it’s nice and concise
package that it gets it done that’s one quick easy way to kind of do these
things where it’s not too expensive but even then you’ve got you know some
old-school organizations that will step in and help you do these things like oh
my god like like yeah like you guys likes office or write of things so
there’s there’s so many sources that can take you down this road and we can
really discuss it and try and get things a point the idea that you you know to
have like a crappy logo like anymore just doesn’t there’s no excuse for that
take the moment make you put your effort and it is make sure it really kind of
tells you know who these things are it can be done if I can configure that for
you to running and then and excitedly is why it’s important basically leave the
logo get how relevant your site is to your customer how
books does have an impact of trust right so if you have something that’s looking
world and current touring some of the current features and stuff like that
people more likely to trust you as being somebody that can deliver their service
and deliver the results that we want that you want you know you’re trying to
provide and ones that don’t you know they have old-style stuff old you know
the logos and fonts or all the wrong type or not consistent and stuff like
that that impacts of credibility in that super so that’s an important aspect of
yeah we’ve got so many customers that we run into with a you know maybe they’ve
you know they’ve had it for a while and if they’ve existed for a while like
there was a company we deal with a bit dealt with education for actors and
things like that recently were they on they you know they’ve got this great
businesses they built were you know people are actually are using the
website and they’re you know and they’re coming to these seminars that they throw
and all these kind of things and the website was just awful right him it was
it was something looked like it was just fresh out of the 90s and you know it was
built on geo spaces or something like that and it’s I’ve never like I was
raising and by the first thing out of my mouth was like look I don’t want to be
too insulting but it’s amazing you guys are doing so well yeah like how much
better you could do if you took the effort into it and had somebody really
like go the extra mile lines things and oftentimes they’ve you know well the
reason speed and I suppose is we’re easily will like recommend us as you
should really go talk to these my friends over time for you first to
actually give these things cleaned up and get it in the area and then you know
meanwhile we can write sure your bigger plan for promoting these things and
everything so anyway that that kind of brings us to the next step which is
social media this is one of the things we just you can’t escape it anymore it’s
everywhere there’s a variety different platforms you can you can start on here
on you know we always tell people make sure you look at those that are actually
you know where your audience is it’s still a form of media plan and the great
thing about media plan is the idea of like finding your target audience and
where they kind of hang out first or rather than just doing things because
that’s the approach any things are going on right now so you know if you’re
dealing with a slightly older audience or were you know so many different
directions you probably don’t need to be up on snapchat but if you’ve got you
know different business kind of running type of things you know you can look
into things like LinkedIn you can look into Twitter you can still look into
Facebook because there’s plenty of people that are that are up there being
oh everybody’s on these things so there’s ways to actually do these things
and then you know you need to do it from like both sides of the equation just
both from the organic side of it where you’re just posting and interacting and
you know making it kind of like a community for both your existing and
potential customers and then you also you know anymore you’re going to have to
pay for it a little bit there’s going to have to be at least some form of
advertising and you’ll be thankful that you actually dig into it because the the
targeting powers and what you can actually do with these things and how it
integrates with the rest of your content and everything that you’re doing is
amazing these days that they can do and how to actually introduce people with
customers it’s just a glorious way of working things and yeah it’s definitely
it’s something you can’t escape anymore what it comes to yeah doesn’t say social
media on that side things to you know so I tell the customers like you know these
platforms spending you know it was $19 on whatsapp so for the reason they’re
doing this noting that because they love everybody but because they if they can
build a organic saga piece to certain volume then they start cutting back on
the event the organic exposure that used to have your post now becomes paid so
before we did one post to add like a social media reach of like nineteen
ninety thousand people in one day there’s no way now yep so you know a
good you know you’re spending money to get that exposure on social media so if
you’re thinking of social media is organic it’s good sorry but you’ve got
to be paid absolutely pay to put on that kind of brings us the spigot of organic
that brings us search engine optimization and the this is another one
where something you just kind of have to think of like right out of the box that
kind of concept a word kind of like hey let’s get the website on we’ll worry
about the stuff later it’ll it’ll easily cost you more it’ll be more effort later
on it’s something you have to think of like from the get-go but the cool thing
about it and in a any of you have ever heard me speak before an SEO or where
you see mates conferences or whatever it is you know SEO in reality is a
collection of marketing and site development best practices that you
should be doing anyway because it’s you know it’s 2018 and you own a website
right this it isn’t something where you to look at it as some type of guru or
some type of magic or whatever it is it’s really just great marketing and
it’s great site development you know and if you’re working with over on the right
partner when it comes actually building your website they’ll make sure that the
technical side of things where they sometimes they call on-page aspects of
it will be right from the get-go they’ll make sure you’ll have those title tags
your Meta Description tags and we place all those other kind of like schema type
things that you really need to have in a place will be there from the get-go on
if they don’t do those kind of things that they look at is something where
they consider that out of scope or if they try to to try to extra or whatever
it is get a really leery of working with companies like that because it’s
something that just should be built from the right but it’s just the right thing
to do and then when it comes to the other aspects of it when it comes to
like content and and link building and whatever they’re there again this this
gets sold with some kind of mystifying thing but in reality the content need
developer your website if you’ve kind of followed my earlier advice about making
sure that you’re answering questions or they’re really descriptive and that
you’re providing great information about your products services most of the heavy
lifting will get done for you when it comes to you know the the SEO side of
things because you’re actually like writing great content there’s you know
extra little steps you can take to make sure that you’re really speaking well to
your target audience and that’s where doing things like keyword research will
come in handy but any more like Google and the rest of them have gotten so
smart with it that if you’re even just close they will take the extra mile and
actually get you get you there and then link building you know they’re all all
the search engines have caught on to like the shady ways that people used to
do link building right online the best the best way to do things thing is
really kind of look at it from if like a public relations standpoint and again
it’s just a good marketing practice that you’re just out there getting coverage
for your business and that could be you know that you’re you know the classics
like making sure that you’re in all the you know the old yellow page type
services that are out there for different businesses but if you’re a
national brand you still need to do those things and go the step further
because you still need to get reviews you need to you still need to get people
to talk about you you still need to go as things that are doing that are class
like public relations style things and in these modern day and age those things
create the best kind of links that’ll help you so like these things all wrap
together it’s just part of it all marketing plan the end up helping seo
seo sides of things and you don’t have to think about difference and then with
mobile you know i’m going to give this back to Peter but I do want to again
just reiterate an earlier point on this one which is the idea that you know
mobile isn’t a strategy right it is something that where you look at is kind
of like we say hey look what’s our mobile strategy how we’re going to do
things Mobile is just a way of life now there’s no way to escape it majority
people are using it it’s just inner woman in anything if anybody tries to
give you like a plan or they try and build a website whatever in mobile just
isn’t included and there is just a stand de facto kind of like as standard for
how these things work again be really leery out the way they work because it’s
just the way people work these days look at your own usage for everyday usage for
how you use things would have just realized how much you’re on your phone
that’s the rest of the world so yeah Peters probably got some more tips on
that one oh yeah on the mobile side of things I’m getting so you know obviously
one of the biggest things that Google is looking at and sort of our customers is
speed you know I’m sure because mobile can be you know with a one bar or to
Mars or whatever the case speed is one of those really important
inspector this most important aspects of site overall site design so we really
work with customers to make sure that they’re you know aside from the user
experience and all that other stuff but you know that it’s optimized or you know
crisper speed or engagement people can use you know what fat thumbs can find
stuff without having to go you know doing a hardcore searches on and stuff
like that so optimization that cool is key element and I’m the kind of roll
person getting close on time but on reputation management again that really
going to discuss that that really kind of focuses back to what people are
saying about you with the brand experiences the reviews that you have
you know all those things that are really important and also listening to
the town or tonality of what in what your customers experiences of so you can
intervene when necessary and also share with them about you know the benefits
and aspects of working yeah again this is one of those just classic reputation
manages one of those classic things where it’s integrated into something new
for the like the Internet age but it’s customer service people right
that’s really where it comes down to it you’re out there you needed keeps your
that everybody’s happy out there that nobody’s like talking swag about you on
the open beyond this is just the way that business is done these days you
can’t ignore it and you know the more you start to promote yourself the more
people are going to see you and the more people are going to comment you have to
get involved you have to do things up and one last again like free tidbit on
this one when it comes to the word reputation management there are a ton of
companies out there that are so on this is a service and again if they’re big
strategies out there is actually just to create a bunch of like hokey content
just to push down the rest of that like your bad reviews or whatever it is just
run screaming away that’s actually not the way to do it there’s better ways to
do these things it’s going to take a little bit more work but in reality will
serve you in the long run so these are some fun case studies that we put
together just getting quick stories about customers of mindset because
enjoyment with Ndoye had some success that might be relevant for people so
cookies from home is a 36 year old client basically they basically
obviously there were some cookies not from the house obviously but it’s a
small it’s a small like mini factory of something when we first came to them
they had no they came to us and they had no mobile website at all they were you
know hit it they were complaining about the website winning clunky it was just
it was it was somebody I think put it together and they just didn’t know what
they did so subsequent to that we’ve added the mobile experience for them
we’ve added shipping options in and out in ship nationwide and shipping cookies
and not like shipping uh you know product license so heat temperature oil
and stuff had an impact and freshness easily so we didn’t time work with them
to create the experience for customers they could actually I get what they’re
looking for quickly they can do mobile you know they have Nero mobile dollars
your mobile transaction on to be on the phone and now they’ve missed I think
they’re the forty to fifty percent in terms of mobile traffic you know so
that’s the big shift from their revenue and it’s made a big difference in
customer experience so they’re having a lot more just all
our survey to get customers are much more happier engage now
endurance this is a really cool high-end fitness company basically they’re their
target market for that product is a nutritional supplement or waitlist
wait the three weight losses up like that so but when they came to this they
had a platform that really didn’t work very well they had limited flexibility
we’ve added to that Apple pay we’ve tied to their warehouse system they have you
know affiliates now before they had no way to track with you know nobody can
just like Amazon nobody could actually they wanted to buy something in refer
friendly they have no way to actually figure out what the calculations are now
they can do that website so we’ve really been able to help them change the their
business experience so the website controls all the different aspects of
what they’re doing for you know for the athletes what they’re doing for the
affiliates out of shipping products out of color often coupons we know that
women too now and driven by Mac environment having an impact in their
their bottom line still more like this is kind of a fun type if you’re looking
for any deals on bags or jewelry’s or whatever this company actually has a ton
of those products available they have and they’re offered at a discount which
is you know I think there’s secondhand in some cases the exterior also but
they’re able to acquire products but what’s fun about it is they have you
know we’ve set it up so they can use affiliates but they also have multiply
channels so in other words website is one channel but they also sell products
in eBay there’s some stuff with ft or selling stuff and Amazon so they have a
variety of different we call it omni-channel multi-channel environment
where their products are displayed and pushed it variety of different elements
to get exposure in each one of those is jiff driving in sales to get the Hat
illusion so it also impacts the brand in the positive or grand a visible mixed
budget okay top ten actual tips to grow your business so these are ten tips that
would run through a nomination short since we’ll kind of quote sometime these
are top ones of mailing lists when people actually have mailing lists that
they don’t mail to exactly shocking policy usually this is a great way to de
monetize and get exposure for your business to actually reach out to
customers because it’s much easier to self an existing customer event of you
so um sixty percent of customers have Rayland list a purchase you know they
get a email from Amazon or other companies you know this applies
think that generates in just that generates buzz so by all means if you
have a mailing list you should monetize it with at least a monthly poem
different communal things you can do meals like that yeah and they just do
and just to take this next step like once you’ve got this email list
don’t don’t limit yourself just the concept of using it just for emails
right you’ve got those lists you can use them as in to make custom audiences and
things like Facebook on Google AdWords again so many other platforms so you can
actually upload those lists into the source and actually have these great
matching systems in place and we targeted another way I’m a big fan of
doing that because I will be the first one to tell everybody that email from
great suck and we’ve all been convinced that that you know 20 to 3 percent is
solid when in reality you know any other medium where you only get that type of
exposure rate on something you would kill it long ago it’s a good thing that
email is cheap otherwise we probably would have stopped using a little time
ago but you can actually use visit lists uploaded into these other platforms the
exposure rate is much higher um and you can expand the reach of that
that list to way beyond what you’re used to doing there’s all kinds of cool
things you can do there that we’re actually working with implementing to do
like another entire seminar on using this types of things so get ready for
that online free shipping problems biggest reason people will abandon
shopping carts that they represented with unexpected results so I got a cool
product I’m on a ship to my house I realized it’s 44 dollars in shipping and
that’s that um so people so guys this is one of the biggest ways to actually to
kill your businesses don’t offer appreciate the standard nowadays but one
of the things you can check is like hey I’ll get free shipping for anybody
that’s operating quads over $50 or some point that coupon is something like that
that will help you move the numbers so example is if you have a sale for $35
but if they get free shipping at 50 people will often look for the tenant
$15 different so they can add that in and get the free shipping and now you’ve
got instead of 100 sales of $50 you have thousand sales assuming when Taylor $35
you on sales at $50 the price margin on that thing you can make a big difference
between them so offer free shipping any different ways like that by all
means make sure it’s part of the mix product reviews we talked about before
I’m not going to get too deep into it and basically you know you want to
basically a 60% of all participants and all customers are more likely to
purchase and recite the product reviews so make sure you have that on the side
if you’re offering it you have some available because that really is a big
deal there’s a lots of great software tools to reach out to customers that
have made purchases and ask them for feedback and some things but this should
be part of your mix it will make a difference in sales promise
techno Niall satisfied satisfied customers in the home base this is
optional depending on where you’re at but 90% of customers will review the
community’s reviews previous reviews on this statement 80% of them trust online
reviews of when considering a business so if you can add these testimonials
from different credibility you’ll see this you see a variety of look at any
website from the service company more obviously you know president CEO of X Y
needs at this is great that stuff adds credibility and people when they’re more
likely to believe that with you no matter how great the website is applies
time to find them in front of loyalty program we’re going to award frequent
customers encourages at one time buyers to return your store the average
conversion ratio is roughly one to three percent when you hire one job up but and
a conversion role conversion rate for a repeat customer is 60 to 70 percent so
if you’re going to sell the customer is it’s better to tell the existing
customer and than anyone for sure I think it’s some of the things you can do
with these rewards to get excited again for shipping this would be things people
excited about points they can exchange for free products so you get you know
you buy so many products 50 points pre this or discounts discounts are and
exporters early access to new product lines so you’ve got something new coming
out you can be the first one in freebies for penis a tank you know paying a
certain amount towards you you can do over a thousand dollars in sales we’re
gonna give you X Y or Z so a loyalty program is a great tool to incentivize
your listing customers and have come back and have a mic go social media
social media obviously had an impact and all those all things lab you know people
use it as a reference what I think we covered this we throw this open but if
75% of people will buy something because they’ve seen on social media platforms
so if you’re not on social media you’re missing out a community aspect a bit a
bit Princeton a slide number seven make you
only unique selling proposition clear and prominent so it makes I’m not going
to find the company’s unique position in the marketplace so if you you know if
you’re if you do something we have a process that’s really your their company
is older than most of your competitors you have more experience expensive
restaurant on USP will articulate your specific benefit one of your kind of
customers don’t have and want to make you stand out so this is one of these
you work with customers on to try to create it they don’t have one already
but this makes a difference like why why it’s going use bang digital widely used
to find you these are aspects of like what makes
people want to work with you so we recommend it as part of your own mix of
the overall definition to the front up some slide the latest one atom has it’s
great partners if you decide to partner with an advertiser asked for methods but
for the sponsors are open rate reach CTR other data I can’t tell you how many
times we built in our opinion right great looking websites and companies
choose markers that they like but they have no experience they don’t understand
the marketplace they don’t know how to move the ball in the archives in some
cases have lost money because their marketing team didn’t have the capacity
to work with them who didn’t understand their marketplace or really you know
just didn’t get this you can get Japanese more stories in that ones
unless you it means very similar type times a minute member olivierb
present-day partners I kind of said it earlier which is that times these these
classic considered businesses may be you know they’re not
whistles you know you should pay attention well but it gives the idea of
you gotta go where your audiences you know fish where the fish are biting is
that you could say you know the content of what you can’t just follow things
because that’s the things that are doing you got to do the research you got to
find out over that audience hangs out who the people are going to interact if
they were really going to you know engage with your with your company in
those environments and then they’re really big things is is university beast
great both you know metrics that Peter you know built into the slide here will
I cooperate region at CTR whatever but no those are all what we call diagnostic
metrics in the business those are the things that actually like helps you
answer bigger questions like wire sales down or wire sales up you know why is
the cost change whatever it is it does the real KPIs kpi’s actually have to do
with things that are actually really driving your business and all these
other things that you’re getting from these are the vectors they’re actually
not going to be like your real goals just they’re going to be a things that
actually just help you solve your goals but don’t get caught up too much in the
wrong metrics they’re really for the overall efficient and speaking that the
next slide is appropriate I think connects the same question yeah um
reduce excessive actors measure success with accuracy some ecommerce is seasonal
comparing that you compared each of each year against another
you know Porter we may not give you the exact results so we’re looking for is
like looking at like one that we have customers now is soon that are already
preparing for the fourth quarter sipping for holiday season most companies are
actually in the process now that they’re looking at what kind of things I want to
put it on a runs open so you don’t want to be like you know hey it’s July 4th
you know tomorrow which thing I should we send out a newsletter you need to be
thinking about these things well in advance
designing for them and taking advantage of you know the strategy of being able
to reach out and create these campaigns and looking at your traffic flow to
figure out what’s what’s engaging most not yeah and again just to take that a
step further you know that seasonality that the Peter talks about you know
obviously year-over-year seasonality is an easy one right you know you know that
is you know when holidays come you know you know if this person is sock or nod
you know all these things in it because that’s this way it is but you know go
deeper we’ve got seasonality things that we do
it that are into a month that we see on a regular basis that really change out
we’ve got one of our clients that is works in the healthcare business as far
as you know providing you know supplies for left home healthcare types of things
in we’ve noticed after having them for about three months now where we can see
like an intra much seasonality that is to be tied to things like when people
are getting their their checks for like Medicare or for Social Security or
things like that on a regular basis because they had to have to save up and
make sure they’ve got the cash that you like make those purchases in those
instances it’s a completely different ballgame so don’t you know get to go on
both a macro and a micro level and really kind of pay attention these
things and that way you’re not necessarily like freaking out when
you’ve got like what you would be received to be like a bad week you know
that you know the last week of the month might always be a bad week there’s
something the way it needs to go and then you can learn to play with things
you know really good at agency that’s working with you will start to determine
these things they’ll know how to make those adjustable so that you’ve got
budgets actually like it’s the right types of things so and again like again
an omission is in slide eight again make sure you’re paying attention to the
right metrics here like you know if you’re thinking about things like
cost-per-click or just a number of clicks of the number of impressions
where it is you know those are all diagnostic metrics they’re not really
what you’re going after for everything that the true metrics that you should be
worried about are the things that actually tie back to some type of
revenue in your company rather than it be actually ecommerce sales where there
could be a lead it could be anything along those lines but they’re cut it’s
going to be something that makes you money right and if impressions don’t
actually make you money then it’s not the most important thing right it’s just
don’t get caught up on metrics or doing things just follow the money and you’ll
be way happy yep find him and bounce demanding spot would over and under
buying inventory try to figure out how many sales you have each for and make
necessary adjustments same thing we just talk to me basically I did one customer
is a Segway not it it is but I had one customer that he again um was selling
unique products and he wanted best deal kept wearing the best the
opening so you have a pricey blizik way out of line over everything else
those competitors that he had all the seen majorities sitting there tied up in
cash the type of cash tied up initially so finally was it we had many
discussions he was willing to bring his print them and he was able to convert
the inventory into cash and buy more stuff with generating 11 so now he’s
much happier because it’s got a much smaller larger sale monthly sales versus
great super high prices and stuff that they’ll be fine you want and I want I
want to point this out what problems dyslexic everyone just I want to bring
this one thing up where we’re talking about this one so that type of level of
detail right where you’re talking about like that balancing demand and supply
dealing with inventory things whatever those are really like just business
decisions right those are just just strong business decisions but in reality
you know like your advertising agency and maybe your website design company or
whatever it is you’re doing usually wouldn’t get involved right those are
really things to do it but the good ones will anyway right you know like I know
Peter and I are both been doing this forever and we’ve you know like I didn’t
love got my MBA Peters had been doing this for long enough to where he knows
all these all the Pistons or how businesses work all these things all
work together and we’re usually more than happy to kind of give you that kind
of free advice to really just you know help your business run better not just
your advertising campaigns and not just your e-commerce I think users what
bigger consults of things how to provide different like I say it’s usually
something that it is truly above and beyond when it comes to that type of
relationship yeah you want to look inside you want to open up for any
questions considering its close to 60 on yeah
well go ahead yeah we’re going throw it back to Dan does I know we’re we’re
you’re almost better you’re and and we’ll we’ll see what we got here but do
you know like this deck will be available and there’s some other things
you’re in that conclusion but for the most part we’ve covered them all ready
to go wonderful yeah well thank you thank you too we actually have a couple
of questions coming in here one of which is I’m just someone asked I’m just
starting out so I’m on a small shop what type of people do I need to
get this going who do I need to hire what skills are essential that I can’t
do myself job if you know I know I started start
with this way so on a small shop so I think you want to look into you know it
may not actually may not make sense to put all your inventory online you’re
going to look to see what kind of immature you have that’s relevant that’s
people are you know excited by what’s possible for you and then Internet
question you want to work with a company that has some experience in this stuff
because you need to define your target market like movies likely to Bible and
design what is design your messages or whatever it is to put them together with
that group right and then once you have that group set up that’s where you put
in deep into tenant you can use certainly like guests coming to help
research and furthers but you’re looking for a company that can help you
translate the architecture of the e-commerce stuff have something that
looks professional engaging and then be able to go after your yeah so one of
these are really just in a big general sense as far as like what a constructor
like you know like the people you need and the resources you need for stuff is
do is just to get it the hell off your plate right in like year especially if
you’re a brand new company even if you’re a medium-sized business disk and
so on and like retail for a while and you’re expanding into ended digital just
to be able to sell these things on whatever it is there are so many
companies that can help you with these types of things you don’t even you know
don’t necessarily have to be prime viewing things
there’s tons of NAFTA and work with but on get this thing off your plate there’s
so many people I’ve rented ooh over the years where they really try and do this
stuff and I’m all for learning more about it these environments they’ve got
a really great understanding so you can be knowledgeable when you’re working
with other vendors that are actually doing area looking for you but let me
just say like you know what but what Peter and I do is a profession these are
things we do every day I was like in the same sense that you know like I’m not
going to try and do my own plumbing and electrical work around my heart because
that’s not what I do for a living right there’s there’s people that are their
professions on this stuff and word some of them write in and there’s tons of
them others out there that oh you know either now
go to school for this type of stuff but you can actually you know they’ve been
doing it long enough that they it’s become a profession they’ve got ways to
do things and you can they can actually like help you these things in it if
you’ve never just touched marketing before whenever whatever it is it’s not
just a matter of like hey I’ve read a couple articles in this thing and I’m
ready to go it’s like get some help it’ll be worth it it’ll save you a lot
more money in the long run yeah and of course there’s if there are
a whole bunch of courses you can actually take online that simply limit
for example due to bone up on a lot of skills should pay per click as well in
addition to the to the agency route to but also I have a specific question
about email that someone’s asking said said I’m a little I’m shockingly late to
the game on gdpr and you were mentioning email list and
what do I have if I have an email list where I can’t tell if I have people on
that I haven’t asked for geolocation so I don’t know if they fall into that gdpr
how do I know if I’m safe to email them so there’s a couple things you want to
do Jack you know mine off just went through a whole experience of that so um
there’s a couple things you want to do if you can your list you want to scrub
all your European you’re out there take a look you know there’s ways to look at
that who’s just from Europe and who’s not so you can amend audience you should
be seventeen years ago if you don’t know you we recommend that most companies
that for any kind of sides they look at GDP are just adding the privacy and the
other stuff in there but you want to reach out to customers to look at what
privacy policies you currently are offering um if you again I would
probably go look at the Inca car compliance is you know setting up
privacy policy in the website adding the cookies says you were using it so forth
we’ve initiated this in a number of different websites but that would be the
safest way to go you don’t want to get tangled up with you know somebody we hit
and Emma we have one customer from who is Irish up working cool with other
clients that will go home and Ireland and pay the bill you know their bill on
the website so that would technically entangle our client into the GDP our
quanto react either block it off the other notes and
emails or really make sure you scrub your list and make sure that were
compliant right I guess when you’re building a list it’s important to make
sure that you you get that geolocation on there too but sometimes you can’t
tell by the by the URL if it’s a de you know it’s a Germany and UK line those
are obvious but yeah you don’t want it’s very easy to catch it out because it is
like a million dollar fine or something like that oh yeah what is in your movie
that’ll teach him so uh would you garden is the is the idea that it’s like is you
know it’s got a little bit overly complicated and it does it freaked
everybody out in there and there’s tons of things where they just made it sound
like it was the end of the world and then the finds are big so there’s
something you obviously need to pay attention to but you can break it down
into like three like big simple things and the idea is that obviously you need
to let people know that you’re using cookie cookies and collect another in
for you know personal information on your website there’s so many easy ways
to do it where you’ve got pop-ups and a variety of things you can let people
know you have to update your privacy policy and if you don’t have one at all
you need to put one up there there are actually some great services out there
that’ll help you build that privacy policy and setting there’s a gradable
process you can actually let me check box this stuff and and we’ll build it
out for you just based on the things that you use or whatever it is it’s very
easy to do and then third what Peter kind of got too near the idea that if
you’ve got personal identifier information or information you collect
you know you need to let them know that you know that it’s out there you need to
reach out to them again that deadline is passed you know like the twenty-fifth
was when this one into place but you can still actually like send it out and say
hey this these things are placed we’ve made the changes we’ve we’ve updated
things or at the very least you just say like I’m this list is just a washdown we
can’t do but it does speak to everything it’s not just like sending out emails
it’s also if you’re using things we’re using custom audiences and wherever you
know that information counts as well obviously those other platforms used it
on they’ve made their own updates to gjd and gdpr that they’ve let people know
about so it’s all kind of ties together but yeah if you’re even if you think you
like the smallest website in the world and you don’t think it is or is like we
only do business in the US take the extra steps and make sure you’re covered
anyway because you just don’t want to mess with us
great well that’s good well you know we are we’re out of time
at the moment so thanks again Jeff and Peter for joining us today
now for all of those who registered through WebEx please keep an eye out for
a follow up email soon in a couple of weeks here and we’ll have a link to the
video recording and including a write-up as well so you can share with your other
team members and I read appreciate all the thought leadership you brought here
Jeff and Peter thanks for joining us our pleasure in the end your you know again
we’ve got it up on the screen right now if you need to get out to Jeff and Peter
you can get any other further questions you can get us directly by our emails
there you know if you want to catch us on social media you can do it there we
love all the questions that come in through that aisle plus you can find me
I’m very active on Quora as you get in other questions that you want to like
invite me in and do that as well we’re happy to help
great thank you both very much and we look forward to hearing working in the
future hi there if you like this video subscribe to the simply learn YouTube
channel and click here to watch similar videos to nerd up and get certified
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2 thoughts on “What Makes an eCommerce Business Click? | eCommerce Marketing Strategy 2018 | Simplilearn

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