Superfast Business have teamed up with our business support partners Heart of the South West, 'Get up to Speed' and the Digital Marketplace to bring to you some of the leading voices in selling online at 'the A-Z of Selling Online' event. Essential elements to attract customers to your website - delivered by Matt Young from the award-winning Cosmic Ethical IT They covered: An overview of the opportunities available, and getting started Selecting and ecommerce platform Search Engine Optimisation and Adwords The do’s and don’ts of International Social media Five concepts to make your ecommerce business more successful - delivered by Chloe Thomas who was recently voted as one of the 10 most prominent e-commerce voices from around the world. Chloe Thomas is the author of the eCommerce MasterPlan. She has been doing online marketing for 10 years. In that time she has worked with over 50 eCommerce businesses, improving their online marketing, saving them money and time in the process. Her goal is to help businesses reach success faster, and stop wasting money and time on the wrong marketing. Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: info@superfastbusiness.co.uk t: 0845 603 8593

1. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
A-Z of Selling Online
Welcome

2. PLEASE!
Do NOT turn off your
phones…
#A2ZEcommerce
#thedigimarketplace

3. Agenda for the day
Start Finish Event
9:45 10:00 Welcome to A-Z of Selling Online
10:00 11:15 Driving Traffic to your website (Pt 1) by Matt Young of Cosmic
11:15 11:40 Coffee
11:40 1:00 Driving Traffic to your website (Pt 2) by Matt Young of Cosmic
1:00 2:00 Lunch
2:00 2:30 Contract overview
2:30 3:45 Chloe Thomas presents “Five concepts to make your
ecommerce business more successful”
3:45 4:15 Coffee & networking

4. History
• Sir Tim Berners-Lee
• Ada Lovelace
• Charles Babbage
• Bletchley Park
• 2.4bn Web Users
• 1.2bn Shop Online
• Radio – 38 years
• TV – 13 years
• Web – 4 years
• Facebook – 10 months

5. Prediction for 2014

6. Online Spend per shopper

7. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Matt Young
Cosmic Ethical IT

8. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Driving Traffic to your Website (pt 1)
Search Engine Optimisation

9. Reach SEO PPC Social media Display/affiliate
Convert Website design
& content
Landing page
Product page
optimisation
Basket
conversion
Retain E-news CRM Personalisation Social media

10. People don’t always buy because they need
something…
A 6 letter word…

11. Desire

12. Getting people to buy….
• Tone of voice
• Information – detailed as possible, materials,
size, colour, options
• Images – from all angles, enlargement,
background
• Video?
• Call to action
How?

13. Advice for Services
Appearance is critical, first impressions last
Cheap products win on price
Facebook – Integrity
Reviews and Testimonials

14. SEO

15. Optimise for Reach
Find customers you don’t
already know…

16. Organic is still the number 1 driver of traffic

17. Google

18. How search works…

19. SERP – what is it?

20. What is a Google web search trying to do?
Give it users results of websites that are…
• Relevant
• Content rich
• Change often
• Other people think are great

21. Typical Keywords Phrases
• Best places to eat in Yeovil
• Clothes shops in Yeovil
• Somerset
• Brown Shoes
• Shoes for sale Somerset

22. Competitive pagesPopularity of searches
How do we decide our keyword phrases?

23. How do we decide our Keywords
Brainstorm 10 – 15 phrases of your site
• Brainstorm – seed keywords
• Analytics – any ideas?
• Look at competitor’s sites
• Revise/add using tools

24. Get the basics right
Optimise for onsite phrases
• 2/3 keywords phrases per page
• Content, Titles, Paragraph titles, etc.
• Page Titles
• Footers
• Images
Get strong and relevant links back to your site
Update your site regularly

25. Internal links
• In line text
• Anchor text
• Hyperlink text

26. Fat Footers

27. Image Titles
• Image titles
• Alt tags
Description
Check your image titles
Good naming convention
Wedding car outside Monkton Court Hotel, ideal wedding venue in Devon
wedding-venue-devon-car.jpg

28. Meta Tags
<title>UK store supplying Cupcake Decorations</title>
<meta name="description" content="Cupcake decorations made
from sugar, chocolate and marzipan with cupcake boxes, cupcake
wrappers and cupcake cases a wide selection based in UK.">
<meta name="keywords" content="Sugar Cupcake Decorations,
chocolate cupcake decorations, non edible cupcake decorations,
cupcake wrappers, cupcake cake cases, food pens, edible glitter,
baking cups, cake recipes, cupcake boxes">

30. Google +
But isn’t Google + a social media site?

31. Google Local – getting a pin on the map

32. How do I actually do this?
1. Get your business added to Google local
2. Consistency – appear the same in as many places as possible
3. Get reviews
3 tips to success

33. Back Links
YOUR SITE THEIR SITE
YOUR SITE THEIR SITE
Reciprocal link
One-way link

34. Page Rank

36. Check your back links
www.backlinkwatch.com

37. Ugly

38. What about Authorship?

39. What about Penguins and Hummingbirds

40. • Hummingbird allows Google to understand user intent
• Greater understanding of words like 'how' 'why', 'where'
and ''when', as well as the user intent that sits behind
these word
• this helps Google deal with more complex, long-tail
queries. This will allow Google to handle voice
activated search queries more effectively, to keep up
with their rising popularity on mobile devices (including
Google Glass).

41. Hummingbird
• Natural language queries
• Decline of the short tail
• Content rather than keywords:
• Greater device fragmentation:
• Improved search functionality – more
Google results
• Socialising of search - Author Rank combining
SEO and Social efforts

42. Summary
• Content and Keywords
Choose Keywords wisely
Place them in text, images and titles
• Updates
Update site regularly
Create new content
• Links
Get links from QUALITY sites to yours
Create opportunities through Social Media

43. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Coffee

44. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Driving Traffic to your Website (Pt 2)
Social Media

46. Which Platform?

47. Which Platform?
• Facebook
• Twitter
• LinkedIn
• Google +
• Instagram, Pinterest, Vine, Myspace, Snapchat

48. Adapted from ‘Media Cloverleaf’ by Richard
Edelman
‘Content first' strategy
‘Tradigital’
E-news
Forums
Digital
magazines
Traditional
Media
Press
Social
networks
Facebook
Twitter YouTube
LinkedIn
Website
Responsive design
Mobile enabled
Owned
Content
Video, blogs,
Editorial,
photos

49. How many pages do you have?

50. What written content?
–Create enough content for products and
services; ‘deep dive’ content
–Create new content that resolves customers
issues…
• How do I choose the right wind turbine
• How do I organise a ….
• What’s the best …

51. Written content cont…
–That meets with needs earlier in their buying
journey
• What’s the best….
• What’s a …..
• How do I….
–That makes you an expert
• Create authority content and tag yourself as the author

52. What about video content?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support

53. Video for customer support
Creating video content
for customer retention:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.

54. Pinterest

56. Broadcast,
share &
converse
Twitter
Facebook
LinkedIn
Pinterest
Newsletter
Content
creation
You Tube
Blog
Flickr
iTunes/podcasts
Community
building
Forum
Facebook Groups
LinkedIn Groups
Virtual worlds
Social media engagement ladder
Less time More time
Listen
Google Alerts
Twitter
Google Reader

57. Case Study
Broadway Books

58. Management

59. #Hashtags

60. #Hashtags cont…
• #SBS – Small Business Sunday
• #JournoRequest
• Trending Topics (on Twitter)

61. Remember…
Social media is not the answer…
…it is just set of tools

62. Questions?
Matt Young
@Cosmic_Matty

63. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Lunch

64. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Peninsula Enterprise
Contract Overview

65. Peninsula Enterprise & UK Trade & Investment

66. PART OF THE CITY DEAL PROGRAMME

67. Workshops
Essential Tips & Tools
• Identify online selling good
practice
• Exploit Search Engine Optimisation
(SEO)
• Understand Pay Per Click
advertising
• Utilise social media
• Measure your success with
analytics
• Explore payment mechanisms
A series of fully funded workshops delivering EXPERT guidance on how to
successfully sell online in the UK and overseas.
Selling Online Internationally
• Does your website and online selling
strategy
• have the potential to reach global
customers?
• Are your international web visits
converting into sales?
• Is your website structured for global
markets?
• Are you aware of how to avoid key
legal pitfalls?

68. International Website Creation and Search Engine Optimisation
A formal Accreditation programme.
Designed and funded to upskill and recognise core competencies in delivering
‘international solutions’ for online business

69. Contact Us
• www.thedigitalmarketplace.co.uk
• 0300 123 1043

71. • Business advice to help growth businesses maximise the opportunities
of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
 Competitive advantage through take-up and exploitation of SFBB
 Increased productivity
 Improve access to new markets and business opportunities
 Increase competitive advantage for businesses in rural locations
 More flexible and environmentally friendly working practices
 Increased opportunity for innovation
 Efficiency and timesaving
Superfast Business Service

72. Support Available
• Knowledge and information
• Inspiring events and interactive resources
• Expert business advisers
• Specialists with in-depth knowledge
• Access to ICT supplier network
• Links to partners and other support services (via the Growth Hub)

73. Website
• Quick and easy registration
• Blogs and latest news
• Events
Content on the Knowledge Hub
• Over 80 guides, top tips and checklists currently
available
• Examples include: Guide to Social Media and Business,
Guide to Integrating Systems, and Guide to Bring Your
Own Device (BYOD)
Knowledge Hub

74. • www.superfastbusiness.co.uk
• twitter @superfastbiz
• facebook www.facebook.com/superfastbiz
• join our linked in group Superfast Business SW
• info@superfastbusiness.co.uk
• 0845 603 8593
Keep in touch

76. What is Get up to Speed?
• A business and community support service to help promote what you can do
with faster broadband
• Delivered on behalf of Connecting Devon & Somerset
• Runs from now to Dec 2016
• Covering Devon, Somerset, BANES, North Somerset, Torbay and Plymouth
• Delivered by the newly formed Cosmic Peninsula Consortium
• Working with delivery partners (Community Councils for Devon and
Somerset, DCBC and West of England Rural Network)

77. What is available?
Free sessions and information provision for businesses and communities,
including:
• Champions (community and business)
• Briefings (stakeholders, businesses and communities)
• Awareness events, gadget shows and taster sessions (for businesses and
communities)
• Training Needs Analysis
• Signposting to other services and skills provision

78. Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk

79. Part of the Rural Growth Network
for Devon and Somerset

80. Business Enquiry Portal
Business
Support
Women in
Business
Innovation
Programme
(Devon
only)

81. Business Support
o Business diagnostic and advice including vouchers for further business
support
o Action plan to move the business forward
Women Led Enterprise Programme
o Taster events, group based support, workshops
o One to one advice, information and guidance
o Business Action Groups
o Tailored business support
o Networking
Innovation Programme (Devon only)
o Workshops, master classes, advice
o Innovation Fitness Tool
For People
& Business

82. How to get in contact
website www.Business-SupportSW.com
email enquiries@business-supportsw.com
tel. 0300 123 2007
Follow
@RGNBizSW

83. 83 Presentation title - edit in the Master slide
With over 2,400 staff across 100 key global markets, no other organisation is
better equipped to help connect your business overseas.

84. 84
Delivering business opportunities around the
world
UK Trade & Investment helps UK companies succeed globally and
attracts high quality investment to the UK.
Inward
Investment
Export

85. Why exporting is good for your business
Proactive exporters:
• Are more productive and innovative
• Are more resilient to economic
downturns
• Demonstrate improved financial
performance
• Boost international profile and brand
value
• Are more likely to stay in business
Source: Nottingham University / UK Trade & Investment

86. 86
Unique global reach
UKTI staff in British Embassies and Consulates in over 100 countries.
Local knowledge and expertise on the ground.

87. 87
Help to….
• Undertake Market Research
• Develop an International Sales Strategy
• Visit & Develop New Markets
• Improve International Communications / Website
• Exhibit Overseas
• Develop & Protect International IPR

88. 88
Contact UK Trade & Investment
01752 759897
Call
international@uktisouthwest.org.uk
www.ukti.gov.uk

89. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
Chloe Thomas

90. PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH
5 Concepts that will make your
eCommerce Business more Successful

91. Chloe Thomas

92. Since 2001
• Directly involved with over 50 eCommerce businesses
• Project managed over 15 eCommerce site builds

93. The eCommerce MasterPlan Approach

94. 1
2
3
4
5

95. eCommerce, what is it?
• a business
• selling products or services
• taking money online

96. Three Ways Customers Buy
• Websites
o Yours
o Someone elses
• Catalogues
• Shops / Stalls

97. The 7 eCommerce Business Structures

98. Key Challenge(s)
Online Only
• Customer
Recruitment
• Growth
Mail Order
• Understanding
joint role of
catalogues and
online marketing
to recruit new
customers
Full Multichannel
• Keeping the
needs of
customers across
the channels
satisfied –
seamless
experience
Big Bricks and Clicks
• Fully integrating
the stores and
website – people
and systems
Boutique Bricks and
Clicks
• Keeping the
physical and
online shops up
to date and
consistent
Mainstream
PiggyBack
• Deciding when /
if to build your
own site
Niche PiggyBack
• Build a good
reputation on
the site
• Choose the right
site(s)

99. 1
2
3
4
5

100. The Right Product Range Scale

101. Who’s At The Niche End

102. Why be Niche PRS?
● Your time goes further
● Your money goes further
● Your customers understand you
faster
● You can do everything better
● You get more bang for your buck!

103. Why be Niche PRS?
● Search
● Content
● Clarity
● Social Media
● IDENTITY – products = brand
● Cheaper / easier customer acquisition
● Greater repeat purchases

104. 1
2
3
4
5

105. Differentiate Your Business
USP:
Unique Selling Proposition
how you can stand out in your industry
what makes you different?

106. The Strong eCommerce USPs
● Customer Service
● Knowledge and Information
● Customer Base
● Brand
● Delivery and Returns
● Products
● Price

107. Need to be Everywhere
● Products
● Pricing
● Marketing
● Despatch
● HR
● Finance

108. 1
2
3
4
5

109. What is your Website For?
● Displaying your products
● Enabling customers to buy your products
● Attracting search traffic
● Making your life easier
● Conversion Rate Optimisation

110. Conversion Rate Optimisation

111. Do you Need a Website?

112. Taking the Money
Website
Checkout
Payment
Gateway
Merchant
Account

113. What / Which Website Do You Need?
1. Create the brief (inc speak to the
stakeholders!)
2. Select at least 3 possible site builders
a. Review each tender fully
(inc a meeting, and demo)
b. Compare the Costs
(over a full 12 months)
3. Project Manage the Build Yourself
4. Test, test, test

114. Website Rules
● Don't overspend
● Don't underspend
● Think navigation first
● Then think functionality
● Finally think design
(look at Amazon and ebay)

115. 1
2
3
4
5

116. How to Make Money
1. Find products that your customer will like
2. Make those products fit your product mix
3. Buy enough units of each product
4. Once they are on sale, respond to demand
a. discount
b. restock

117. The Product Mix
● Identify your product facets
● Analyse your sales
● Buy and select to fit customer demand

118. The Product Mix - Facets
● Margin
● Price point
● Size
● Colour
● Type
● Screen size
● Material
● It’s potentially endless!

119. The Product Mix – in Jewellery
Necklace Bangle Ring Earrings
Type 20% 20% 30% 30%
Agate Turquoise None CZ Amber
Stone 20% 25% 30% 5% 20%
£0-£25 £26-£50 £50-£100 £100-£200 £200+
Price Point 25% 25% 30% 10% 10%
L M N P
Ring Size 25% 25% 25% 25%

120. 1
2
3
4
5

121. Chloe@eCommerceMasterPlan.com
Give me your business card to get:
● These slides
● Links to the resources I’ve mentioned today
○ Templates
○ Power of Niche video
Your tasks:
1. Stick to your eCommerce Business Structure
2. Stick to the right Product Range Scale for your
business
3. Identify and implement your USP
4. Select the right website
5. Identify the right product mix - & implement it!

122. www.thedigitalmarketplace.co.uk
0300 123 1043
PART OF THE CITY DEAL PROGRAMME IN PARTNERSHIP WITH