1. eMarketing Your Wine Business Rob Stokes Quirk eMarketing

2. The 1973 Paris Tasting

3. The vast majority of wine is not sold because it tastes good. It sells because it has a story.

4. Internet and eMarketing create a unique opportunity to connect with more people with whom you can share your story

5. eMarketing: The process of marketing through a digital medium

7. It all starts with a website

8. A hub to drive traffic to

9. A medium through which you can communicate and build a relationship with your audience

10. But it can’t just be any old website

11. You MUST create an experience

12. The internet can help you achieve this like never before

13. But you need to adjust your mindset to embrace it

14. Websites are no longer just brochures

15. They should be built to attract, convert and retain customers

16. Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere Travelmole 2008

17. Is your website THAT good?

18. Our web development priorities

19. 1. Usability and conversion oriented design

20. Design sites for your users above all else

21. Make sure they can find what they want quickly and easily

22. Drive them towards YOUR desired goals

23. Copy style:

24. Allow the reader to get the gist of your message in a few seconds by merely scanning the page

25. Pyramid style writing

26. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking

27. Have consistent Calls to Action

28. Don’t make them think…

29. Tell people to take the exact action you want them to perform in order to get the best response

30. What not to do:

31. Don’t resize windows or launch your site in a pop up

32. No “splash” pages

33. Don’t build flash sites unless you have a VERY good reason to. Rather use flash elements within a page where relevant to illustrate a point

34. Keep navigation basic, consistent and standardised

36. flashing lights

37. automatic sound

38. scrolling text

40. 2. Search Engine Friendliness

41. 1 Billion searches each day

42. Either your business is there, or your competitors’ is –> you choose

47. Primary goal is for your site to be fully indexable and optimised around a set of well researched key phrases

49. Links to the domain

50. Key phrases in URLs

51. Add regular fresh content

52. Text navigation is better than images

53. Offer RSS feeds (AND RSS to email)

54. Well indexed

55. Be remarkable - make your site a resource!

58. 3. Look and Feel

59. Very important, BUT the least important consideration in web development

60. That doesn’t mean ugly sites are OK

61. Sites must look professional and demonstrate your credibility...

62. If these two goals are met, the user will be satisfied.

63. Remember, they are looking to achieve a goal – not look at a piece of artwork.

64. Credibility items:

65. Social proof: subtly show that you are a substantive organisation

66. Prominently display phone numbers and addresses

67. Make it easy for them to contact you!

68. Real testimonials on each page

69. Show the people behind the organisation

71. Logos of association or awards

72. Keep the content fresh and updated

73. Monitoring your website’s performance

74. Firstly set up Google Analytics Its really good, easy to set up and FREE

76. Top stats to keep an eye on

77. Above all else, conversion rates!

78. Unique users

79. Bounce rate

80. Pages per user

81. Time spent on site

82. Traffic Sources

83. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?

84. There are many options, but the most important is…

85. Search Engines

86. Google is by far the largest player… 67% 12% 8%

87. Lots of volume, but why is this important?

88. Searchers are looking for the wine experience you are promoting

89. They WANT to find you!

90. So how do we make sure we are found?

91. Search Engine Marketing

92. SEM = SEO + PPC Paid vs. Organic

95. You don’t need to be a guru to get the basics

96. Firstly make sure you select the right keywords

98. Competition

99. Propensity to convert

101. SEO Bookhttp://tools.seobook.com/general/keyword/KW Discoveryhttp://www.keyworddiscovery.comDigital Pointhttp://www.digitalpoint.com/tools/suggestionWord Trackerhttp://www.wordtracker.com/Adwordshttps://adwords.google.com/select/KeywordToolExternal

103. Then decide where you want to be…

104. Search Engine Optimisation

107. Make sure your site is optimised around your keywords

108. Then build plenty of high quality, keyword rich links

109. And this isn’t easy

110. The best sites inevitably win

111. So grow links organically

112. Build a website that offers so much value that people talk about it and link to it naturally

113. Pay Per Click

114. But first: Why you can’t ignore SEO:

116. www.quirk.biz

117. You choose how much you want to pay per click

118. And how much you want to spend per day

119. If you manage your campaign properly, you can’t lose money!

120. Don’t burn your budget early on: Test!

121. Look for long tail key phrases

122. 500 000 searches for “win” 5000 for “south african wine” 500 for “robertson wine route south africa”

123. Geotarget your adverts

124. Have a solid call to action in each advert

125. Don’t send your traffic to your home page, use highly targeted landing pages

126. Test, test and test these landing pages

127. Conversion optimisation

128. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI

131. Search marketing will bring a lot of traffic to your site, but you can’t stop there…

132. You should be looking to build communities around your business “Building a permission asset, one follower at a time” Simon Back

133. Social Media can play a big part in this

134. Your social media options…

137. Let’s look at a few specific examples…

138. Online Video: YouTube Second largest search engine! 60% market share 100+ million viewers a night ‘The overnight success’ thing

142. 250+ Million active users

144. Applications

145. Ads

147. If your customers are there, you must engage

148. And do it honestly, humbly and openly

149. They will respect you for it

150. BloggingPrinciple: make friends and influence people

151. Not 16 year old girls Source: emarketer.com

152. The rewards of blogging Builds community Search Engine rankings: Search friendly design Attract links Feedback loop

153. <insert>

155. in the beginning…

156. Hugh Macleod - “Gaping Void”

157. Geek Dinner London 2005

158. UK blogger wine giveaway…

159. stormhoek sent 80 bottles of wine

160. more than 60 posts were written

161. French blogger wine giveaway

162. 100 geek dinners across the US

163. Stormhoek / Tesco Love Tour

164. Bottom line: They sold a LOT more wine (before it all went to pieces )

165. This would be harder to achieve with the same tactics today

166. But there success was because they did something remarkable and that’s no harder than it’s ever been.

167. There is someone Twittering about you

168. Be ready to make the most of it

174. People are talking, are you listening?

177. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns

178. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?

179. Email Marketing

180. Use it to build relationships

181. Not to acquire them

182. Relationships are built on mutual trust and respect

183. It costs a HUGE amount for you to acquire a customer

184. You may as well make the most of them

185. How do your email newsletters foster this?

186. Firstly, get personal!

188. Nurture your in-house list

189. But make it easy to unsubscribe

190. Use layout to increase readability

191. Allow users to manage their information and subscription preferences

192. …and then personalise accordingly

193. Rather send less often with more relevant content – people will be more likely to listen

194. Ask yourself what YOU would want from the newsletter as a reader

195. Does it speak to you?

196. Or does it speak AT you?

197. A local wine eMarketing case study

199. Focused on building stories

202. Drive qualified traffic to it.

203. Optimise the conversion of that traffic.

204. Build a relationship with your audience.