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Colm Griffin,
Purchase.ie & E-Commerce Ireland
 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
 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
 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.
Selling Online - Tips from a Seller - Not a Consultant!
 Are others successfully selling similar
products online?
 Where and how are they selling?
 Can you compete? (Costs associated with
selling online)
 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
 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
 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
Selling Online - Tips from a Seller - Not a Consultant!
 Short-term
– Sell through multi-channel
 Long-term
- Build your own online store
- 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
- 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
Selling Online - Tips from a Seller - Not a Consultant!
 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.
 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
 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
 Two main types
1: Google Adwords
2: Facebook Advertising
 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.
Selling Online - Tips from a Seller - Not a Consultant!
 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
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
 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
Selling Online - Tips from a Seller - Not a Consultant!
 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!
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
Selling Online - Tips from a Seller - Not a Consultant!
 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.
 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.
 The more options to pay the better (Paypal
and / or Credit Card)
 Beware of merchant fees!
 Beware of fraud!
 Beware of charge backs!
 The more options to pay the better (Paypal
and / or Credit Card)
 Beware of merchant fees!
 Beware of fraud!
 Beware of charge backs!
 Catch 22 between how many orders and how
much it will cost you!
 Signed for orders can be important.
 Expect returns!
 Expect damaged orders!
 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
Selling Online - Tips from a Seller - Not a Consultant!
 Colm Griffin
www.purchase.ie
sales@purchase.ie
@purchasedotie
@ecommerceirelan
@griffincolm

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Selling Online - Tips from a Seller - Not a Consultant!

  • 1. Colm Griffin, Purchase.ie & E-Commerce Ireland
  • 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