Slides from presentation to ICED Franchise a the 2015 Owners Conference. Joe Kern of MyOrderDesk discussed best practices in Marketing and Selling your Online Ordering Website.

1. How to Successfully Market and Sell
Your OnlineOrdering Website

2. Joe Kern
Vice President of Marketing
PagePath Technologies, Inc.
866-770-7569
JKern@PagePath.com

3. The Paper Shredder

4. Web-to-Print Effect
on Sales & Profitability
Has Web-to-Print Increased your sales?

5. Web-to-Print Effect
on Sales & Profitability
Has Web-to-Print Increased your Profitability?

6. Web-to-Print Effect
on Sales & Profitability
Web-to-PrintEFFECTIVENESS

7. Marketing
&
Sales
Today’s Focus

8. 3 Steps to Strong
Web2Print Marketing
Brand
Recognition
Content
Building
Social
and Video
Let’s TalkMarketing

9. Let’s TalkMarketing
Brand
Recognition
Content
Building
Social
and Video

10. What do you mean by brand recognition?
Brand recognition is extent to which a consumer can correctly identify a
particular product or service just by viewing the product or service's logo,
tag line, packaging or advertising campaign.

11. Who is It?
1.
The happiest place
on earth.
Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?

12. 1.
The happiest place
on earth.
Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?

13. Who is It?
2.
Betcha can't eat
just one.
Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?

14. Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?
2.
Betcha can't eat
just one.

15. Who is It?
3.
Great Taste, Less
Filling.
Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?

16. Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?
3.
Great Taste, Less
Filling.

17. Who is It?
4.
Melts in Your
Mouth, Not in
Your Hand
Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?

18. Whois Behind TheSlogan?
Guess the Brand Behind the Slogan?
4.
Melts in Your
Mouth, Not in
Your Hand

19. Keep it Simple
So many taglines that try to say too much. If you can't explain to people in
three to five words what you do, don’t do it.
Building a Tagline

20. Tell a Story
What gets you emotional when you think about what you do? Whatever it is,
that's your positioning. Your logo and tagline should communicate precisely
that feeling.
Building a Tagline

21. Inject a Little Personality
The best taglines capture the “personality” of the business. Your company is
unique, and so are your customers. Be different, stand out from others in
your market and community.
Building a Tagline

22. Just in case you got nothin’
http://www.sloganizer.net/en/
Building a Tagline

23. What is Brand Voice?
Brand voice is the purposeful, consistent expression of a brand through
words and prose styles that engage and motivate. The personality of your
brand is determined, in large measure, by the words you use and the
sentences you write.
Brand Voice (Personality)

24. Personality is the brand's character.
It's how the brand communicates with the outside world. This might be
expressed in a certain writing style or voice, design style, color scheme, and
even by way of endorsements or testimonials.
Brand Voice (Personality)

25. Quick Example
www.PagePath.com
Brand Voice (Personality)

26. Let’s TalkMarketing
Content
Building
Brand
Recognition
Social
and Video

27. Whatis it?
A strategic marketing approach
focused on creating and
distributing valuable, relevant,
and consistent content to attract
and retain a clearly-defined
audience — and, ultimately, to
drive profitable customer action.
ContentMarketing

28. Why use it for W2P?
There are 7 main reasons to adopt
content marketing for driving
clients and prospects to your
website for ordering print online.
ContentMarketing
1. Build your brand.
2. Attract prospects and
customers.
3. Provide information
shoppers need before
they’ll buy.
4. Aid post-purchase
product use.
5. Support search
optimization.
6. Feed social media
engagement.
7. Establish your
reputation.

29. How to be Effective
Get Buy-In from Everyone. All
great content marketing plans
start with getting people within
the company to buy into your
vision. This includes owner, sales,
equipment operators and
delivery.
ContentMarketing

30. How to be Effective
Develop a Content Strategy. This
includes defining a target
audience, understanding the
challenges and struggles of the
audience and doing your
research.
ContentMarketing

31. How to be Effective
Determine a Publishing Plan.
When and where are you going to
publish content? Create and
editorial calendar. What topics do
you want to publish each month?
ContentMarketing

32. How to be Effective
Actively listen to your audience.
The most effective habit you can
build is actively listening to your
audience. Let your audience guide
you, you’ll never be left
wondering if you’ve picked a good
subject or not.
ContentMarketing

33. Let’s TalkMarketing
Social and
Video
Brand
Recognition
Content
Building

34. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum
sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec,
pellentesque eu, pretium quis, sem.
A Good Video Is worth1000 Words
It’s all about recognition and engagement.

35. Increased Brand Recognition
Every opportunity you have to share your content and increase your visibility
is valuable. Social media networks are just new channels for your brand’s
voice and content. It makes you easier and more accessible for new
customers, and makes you more familiar and recognizable for existing
customers.
Benefits of Social Marketing for Online Ordering

36. Higher conversion rates
The most significant benefit is the humanization element; the fact that
printers become more humanized by interacting in social media channels.
Studies have shown that social media has a 100% higher lead-to-close rate,
and a higher number of social media followers tends to improve trust and
credibility in your company.
Benefits of Social Marketing for Online Ordering

37. Better Search Engine Rankings
SEO is the best way to capture relevant traffic from search engines. Google
and other search engines may be calculating their rankings using social
media presence as a significant factor, because of the fact that strong brands
almost always use social media.
Benefits of Social Marketing for Online Ordering

38. Start moving to video content
The stats speak volumes.
Benefits of Social Marketing for Online Ordering
• Videos provide a 74% increase in visitors’
understanding of a product.
• 45.5% of Internet users view at least one
video over the course of a month.
• An average user spends 16 minutes and
49 seconds watching online video ads
every month
• 80% of users remember the videos they
watch online
• 46% of users take action after viewing a
video online
• Your website visitors are 64% more likely
to buy a product after watching a video

39. 3 Steps to Strong
Web2Print Sales
Become
Unforgettable
Build
Examples
Be
customer
Centric
Let’s TalkSales

40. Build
Examples
Be
customer
Centric
Let’s TalkSales
Become
Unforgettable

41. offer help
In recent years, sales has
transitioned from an “always be
closing” to an “always be helping”
model, and this shift has been
tremendous for the customer.
Become Unforgettable

42. knowYour customers
Experts argue that knowing your
customer or prospect is most
important. The idea of building
relationships has come to the
forefront in sales and for good
reason. Now, people are buying
from people they trust.
Become Unforgettable

43. go theextramile
Whether it’s staying late to help
with an online form, following up
to solicit feedback, or simply
sending a “hey, how are you?”
email, there are a lot of ways to
show your passion for your
customer and their success.
Become Unforgettable

44. Be
customer
Centric
Let’s TalkSales
Build
Examples
Become
Unforgettable

45. Builds trust
Building sample sites/forms for
your prospect or client will
increase the trust factor in you
and in the system.
Build Examples

46. Illustrates Power and Ease
A huge benefit to online ordering
is the power that it holds and the
ease of use for the client. Building
samples illustrates those points
directly to the client or prospect.
Build Examples

47. Closes theDeal
When a prospect can see an
example of a custom online
ordering system and how it can
benefit them, it has the potential
to close the deal. Once in place,
custom online order tends to
build a fence around that client.
Build Examples

48. Let’s TalkSales
Be
customer
Centric
Become
Unforgettable
Build
Examples

49. Be in the customer's world
Knowing and understanding
targeted customers is the golden
rule of exceptional sales.
Successful sales people know
their customers as well as they
know their own families, perhaps
even more so.
Be Customer Centric
Matthew Parker

50. Focus on theresults
When you focus on the results
you can create for the client, two
important things happen. The
buyer sees that ultimately you
are on their side in the process,
partnership begins to form.
Be Customer Centric

51. Understandthechallenges
It's much better for the prospect
if the salesperson diagnoses a
problem and works with their
prospect to solve it. Once you
learn to understand and diagnose
the problems your prospects are
facing, you can problem-solve
together.
Be Customer Centric

52. Let’s Talk
What are your Thoughts?
Let’s TalkMarketing