The following presentation was delivered to businesses within the Coonamble Shire Council region in October 2016. Topics covered included: - Planning for an online store - Marketing an e-commerce store - How to ensure you choose a platform that will best suit your needs - Defining your target market and understanding what they want from a website - Understanding the importance of online analytics

1. ECOMMERCE
Establishing an Online Presence

2. Andrew Cavallaro
Digital Strategist
Australian Business Consulting & Solutions
p. 02 9458 7915
e. andrew.cavallaro@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing

5. Introduction to Regional Economic
Diversification Program
• Department of Industry
• Designed to help Coonamble businesses establish an
online presence
• Workshops and One-on-One coaching

6. FREE Digital Marketing Coaching
• One-on-One Coaching 19-20 October
• Customised action plan
• (no upsell)

7. Session Overview
• Planning for an online store
• Marketing an e-commerce store
• How to ensure you choose a platform that will
best suit your needs
• Defining your target market and understanding
what they want from a website
• Understanding the importance of online analytics

8. 2 Minute Introductions

9. What Is eCommerce
The Promotion, Selling and Fulfilment of Product
and Service Sales Online.
This can be achieved either through an owned
or managed online sales platform.

10. Getting To Know Your Clients
• One of the most important steps you can take
before creating an eCommerce store is
discovering exactly who your client is
• Get to know not only their shopping
behaviour but their personal habits, pain
points, desires, etc.

11. Buyer Persona

12. eCommerce Planning
Things that need to be considered include:
• Products
• Platform
• Payments
• Postage

13. Product
• Sourcing your products
• Suitable for online sale?
• Business feasibility
• Seasonality
• Competition

14. Managed Platforms
Managed platforms allow you to get started
quickly with low overheads and little experience.
However, you are confined to their platform’s
limitations and will find it hard to scale.

15. Owned Platforms
An owned platform gives you the ultimate
control over your store and sets you up for
future growth.

16. Payment Gateways

17. Payment Gateways

18. Inventory Management
Ways of managing stock levels
• Manually recording
• Inventory APIs
• Dedicated online inventory systems

19. Inventory Storage
Wholesale
• Goods are delivered to
you, you deliver to clients
Drop-shipping
• Goods are sent from
supplier to client directly

20. Shipping
Calculating shipping rates depends on distance,
item variance, speed of delivery.
• Shipping calculator
• Flat rate (per sale or per item)
• Free Shipping

21. Designing Your Store
• Consider your buyer persona – your design
needs to reflect your brand attributes
• Consider how your customers like to shop
• Remove barriers to purchase
• Always be testing

22. LOGO’S & COLOURS

23. MOBILE

24. Marketing Your Store
It’s not enough to simply build your store and
expect your customers to find you.
You need to find the best way to reach your
customers, let them know about your store and
attract them to visit and purchase.

25. Customer Cost / Value
Average Lifetime Customer Value
Average sale x Average Number of Sales – Costs
Average Customer Acquisition Cost
Total marketing spend Number of customers

26. Online Traffic Sources
• AdWords
• Facebook
• Pinterest
• Instagram
• Email
• SEO
• Affiliates
• LinkedIn
• YouTube
• And many more!

27. Offline Traffic Sources
• Direct Mail
• Radio
• Television
• PR
• Events
• Sponsorships
• Billboard/Display Advertising

28. Online Merchandising
Consider
• Product Categories/Navigation
• Product Photos and Copy
• Promotional Areas
• Cross-selling and smart suggestions
• Recommendations & reviews

29. ONLINE MERCHANDISING

30. Abandoned Cart Recovery
Recovering lost sales that dropped off during the
checkout process.

31. Email
• Attract new
customers
• Re-engage existing
customers
• Upsell existing sales
• Subscriber emails

32. PPC – Pay Per Click
AdWords is the tap that
will bring you the right
traffic at the right time
direct to your product
page
Pay per click – remember
acquisition cost vs value

33. SEO
Search Engine Optimisation increases your
chances of being found by qualified traffic
looking for your products.

34. Social Media
When choosing your channels consider your
buyer persona.

35. Facebook

36. Pinterest

37. Instagram
• Find influencers or build
your own influence
• Use hashtags, engage with
your audience
• Encourage engagement
offline (packaging, etc.)

38. Twitter
• Listen to your
audience
• Provide support
• Launch products
• Connect with
influencers
• Content marketing
• Twitter Ads

39. YouTube
• Product demonstrations
• How to videos
• Humour/humanise the brand
• Introduce staff

40. Summary
• Planning for an online store
• Marketing an e-commerce store
• How to ensure you choose a platform that will
best suit your needs
• Defining your target market and understanding
what they want from a website
• Understanding the importance of online analytics

41. Additional Resources
www.smallbusiness.nsw.gov.au
www.marketingsuccess.com.au
www.internetbasics.gov.au

42. Next Steps
Sign up for our free One-on-One coaching
Andrew Cavallaro
Digital Strategist
Australian Business Consulting & Solutions
p. 02 9458 7915
e. andrew.cavallaro@australianbusiness.com.au
w. marketingsuccess.com.au
f. facebook.com/marketingsuccessau
t. @AusBusMarketing