2. Online Store Established 2009
Specialise in the sale of products to help
people save money.
Over 300 products available through site
Selling into over 30 countries
Green Awards Finalist 2012
3. Set up November 2012 to help Irish online
sellers to sell online more effectively
Regular monthly events at which invited guest
speakers talk about various aspects of selling
online
Over 650 members in the group to date
4. Irish consumers spent €4 billion online in
2012.
€3 billion of this spent with overseas
companies
Traditional bricks and mortar stores slow to
embrace selling online.
Many that have embraced it have been badly
advised and many have given up.
6. Are others successfully selling similar
products online?
Where and how are they selling?
Can you compete? (Costs associated with
selling online)
7. Do google search?
Check Multi-Channel Platforms (Alibaba,
Ebay, Amazon, Etsy etc)
Use google tools like keyword planner
Social media trend searches
Run a google alert on it
8. How?
Through own website OR Multi-Channel Platforms OR BOTH
Why?
High search engine ranking Customer Endorsements
Good content marketing Good Use of Social Media
Using effective video marketing Best Price
Pay Per Click Campaigns
9. Web development cost Email marketing costs
Merchant Fees Video marketing costs
Multi-channel seller fees SEO costs
Pay per click advertising PR costs
Fulfilment costs Social media costs
Warehousing costs
11. Short-term
– Sell through multi-channel
Long-term
- Build your own online store
12. - Professional look
- Easy to navigate
- Professional images
- Visible contact number
- Good and clear product descriptions (not copied and pasted from
suppliers)
- Product videos embedded on site
- Customer product endorsement published
- Keep site fresh with new content
13. - User friendly URL’s
www.greatshoes.com/mens-italian-black-leather-shoes/
www.greatshoes.com/product2102x
- Good use of Meta Heading tag - Mens Black Italian Leather Shoes
- Good use of Meta Description tag - Italian Black leather shoes for men. Available in size 6 to
size 11. High quality Italian shoes with leather soles.
- Install google webmaster tools
- Install google analytics
- Install sitemap to root directory of website
- Register site with google and create google places and google plus account
- Do cross browser checks of all pages on the website
- Ensure site is optimised for Tablet and Mobile traffic
15. Two types
On page SEO – What you on your own website
to influence google rankings.
Off page SE0 – What you do externally to
influence google rankings.
16. User friendly URL’s
Good meta tagging
Good original wording content (use google
keyword planner to assist!)
Good use of Heading Tags (H Tags) in product
description
Link to new product from home page of your
website
17. Share product page URL’s on your social media accounts.
Google Plus, Facebook, Twitter, Linkedin, Pinterest,
Stumbleupon, Digg
Creating video link on youtube to product page
Run a PPC Campaign Direct to Product URL
Promote through E-Mail Marketing
Distribute press release about it and publish online
News4media.ie, Irishpressreleases.ie prlog.org
Run online competition give-away and promote through
competitions.ie
18. Two main types
1: Google Adwords
2: Facebook Advertising
19. Ensure to direct campaign to the most relevant
page on site (NOT HOME PAGE)
Use google keyword planner to decide on
keywords to use for campaign.
Offer incentive to encourage clicks (“10% off
today”, “best online price”, “free delivery” etc)
Limit daily spend on campaign and length of time
campaign runs for.
Set location for campaign to where you can
compete.
Consider using only exact key phrases for
campaigns.
21. Great for targeting people with specific interests
of people in specific locations
Ad will need to be very appealing and best to link
to your facebook page as opposed to website
Best to use humour and keep it topical.
Difficult to convert to immediate sales
A high number of followers does give you
creditability
25. Great way to show how product actually
works
Upload to youtube, vimeo etc with direct link
to product page for referral traffic
Run competition and ask customers to
submit product reviews
27. Allows you to regularly communicate with customers
Have a sign up facility on your website
Offer incentives to sign up (discounts on orders etc)
Mailchimp recommended
Give useful information not just a sales pitch
Good subject title key
Measure success and make adjustments to improve next time
Don’t overdo it!
35. Build database of relevant journalist contacts.
Build relationships with these journalists.
Ensure press releases you send out are
newsworthy.
Persist but don’t overdo it.
36. Magento – Great but usually big development
cost and difficult to self manage thereafter
Wordpress Plugins – eg Woo-commerce,
Tribulant – Will probably need developer from
outset. Can be self-managed thereafter, great
plugins but need to be updated regularly. Good
support forums.
Shopify – Getting increasingly popular.
Reasonably easy to build but not self-hosted.
They charge monthly fee and transaction fees.
37. The more options to pay the better (Paypal
and / or Credit Card)
Beware of merchant fees!
Beware of fraud!
Beware of charge backs!
38. The more options to pay the better (Paypal
and / or Credit Card)
Beware of merchant fees!
Beware of fraud!
Beware of charge backs!
39. Catch 22 between how many orders and how
much it will cost you!
Signed for orders can be important.
Expect returns!
Expect damaged orders!
40. Ensure a real opportunity exists
Get site architecture right from the outset
The real work starts after site built.
Set your SEO right! (avoid the agencies!)
WRITE GOOD ORIGINAL CONTENT
Be careful with PPC campaigns
Video marketing should be given serious
consideration
Write ups generally offer more value than
advertising
Thread on side of caution with Merchant fees and
chargebacks
Expect returns and damaged orders