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Sales & marketing

Getting the most from your website
by

Futurpreneur Canada

on 17 January 2014

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Transcript of Sales & marketing

Outline the goal of your website.
Are you selling products? Providing content? Creating brand credibility or awareness?

Use this goal to define the type of website you are building:

Visitor:
anyone who visits your website

Unique visitors:
are identified as unique based on their IP address. Regardless of whether they visit the website once or many times, they’d only be counted ONCE as a unique visitor

Hits:
measures the number of files that download from the server – depending on how you build your website, this metric may not be informative of visitor activity.

Page views:
measures the number of pages a visitor clicks to on your website.

Prioritize. Look at all the features you want and pick the ones critical to your website’s goal to start with.

Set goals. Identify the elements needed to launch your website, design, copy, hosting partner, etc. and set timeframes for each one.

Be thorough. When picking an e-commerce platform or selecting a website hosting tool know your requirements and compare your options.

Use the Business Plan Writer as a guide for writing your plan. It comes complete with *examples*!
https://www.cybf.ca/bplan
Take our survey and help us get better:
https://cybf.wufoo.eu/forms/survey-sales-marketing-website/
E-COMMERCE
CONTENT BASED
OPTION-TO-BUY
BROCHURE
E-COMMERCE
Is a website focused on selling a product/service.
CONTENT BASED
Is a website offering products or services as a supporting marketing activity. It’s not your primary marketing activity or point of sale.
OPTION-TO-BUY
Is a website offering products or services as a supporting marketing activity. It’s not your primary marketing activity or point of sale.
BROCHURE
Is a website/blog to provide general information or credibility not directly linked to generating sales.

Understand the terminology behind traffic.
Focus on the metric that is most relevant to your website’s success. It’s not necessary to try and include everything.
TIP
OUTLINE
ESTIMATE
EXPLAIN
CALCULATE
OUTLINE
Outline the software you will be using to process payments.
Will you integrate directly into your website like PayPal?
Will you use a third party like Etsy to process payments?
ESTIMATE
Estimate the number of visitors or unique visitors that will come to your website per month.
Be consistent. Make sure to always use the same metric either unique visitor or visitor.
EXPLAIN
Explain how you’ve estimated traffic to your website each month.
What are you doing to push that traffic to your website?
How does this tie into your marketing activities?
CALCULATE
Calculate the average number of visits it will take before a visitor completes a sale.
What is the average sale total?
Are you selling a single product?
Is it likely they will buy more than one at a time?
How does this tie into your sales process?
IN PRACTICE:
AN E-COMMERCE EXAMPLE
Background: The company sells smartphone cases.

Calculations:
Average sale: $20 / one smartphone case
Average number of visitors to make a sale: 200
September / 400 visitors


400/200 = 2 x $20 = $40

Launch of business create awareness

Strategic alliances with mobile phone stores
October / 800 visitors

800/200 = 4 x $20 = $80

Launch of business create awareness

Daily posting of 1 item/week to Facebook

November / 1600 visitors

1600/200 = 8 x $20 = $160

Begin SEO - fee of $300/month


Monthly Estimations:
IDENTIFY
ESTIMATE
EXPLAIN
CALCULATE
IDENTIFY
Detail why your content is engaging and useful to your audience.
What makes it compelling to visitors?
What encourages them to come back again?
ESTIMATE
Estimate the number of visitors or unique visitors that will come to your website per month
Be consistent. Make sure to always use the same metric either unique visitor or visitor.
EXPLAIN
Explain how you’ve estimated traffic to your website
What are you doing to build your readership?
What are you doing to keep your content relevant and current in the marketplace?
How does this tie into your marketing activities?
CALCULATE
Identify the traffic threshold needed to attract advertisers OR identify the threshold needed to introduce a subscription model.
What impact would charging for content have on your overall site traffic?
Is it a one-time fee? Monthly payment?
Would there still be free content available? How would it work with sharing over social media?
Just because you’re a content based website, it doesn’t mean you can’t also sell products. Review the criteria in the e-commerce section if this is the case for your company.
TIP
IN PRACTICE:
A CONTENT BASED EXAMPLE
Background:
The company is a home design website

Calculations:
5,000 visitors a month before approaching advertisers
September / 200 visitors


See marketing details
October / 350 visitors

See marketing details

Monthly Estimations:
Our experience has shown that for content based websites it can take about a year before traffic has reached the threshold to support advertisers.
IDENTIFY
ESTIMATE
EXPLAIN
CALCULATE
IDENTIFY
Identify the product/services options you’re selling.
Can they be purchased directly?
Or does the website generate quotes for services?
ESTIMATE
Estimate the number of visitors or unique visitors that will come to your website per month
Be consistent. Make sure to always use the same metric either unique visitor or visitor.
EXPLAIN
Explain how you’ve estimated traffic to your website each month
What are you doing to push that traffic to your website?
How does this tie into your marketing activities?
CALCULATE
Calculate the average number of visits it will take before a visitor requests a quote.
How many quotes need to be generated before a sale?
What is the average sale total?
How does this tie into your sales process?
For direct product sales, follow the criteria in the e-commerce section
TIP
IN PRACTICE:
AN OPTION TO BUY EXAMPLE
The Company:
A career coaching business

Calculations:
Average number of visitors before a quote is requested: 75
Average number of quotes before a sale: 2
Average sale: $750
Average number of visitors before a product sale: 50
Average sale: $10
January / 75 visitors

1 e-book = $10
2 e-books = $20
October / 350 visitors

1 quote = $0
1 quote = $750
Monthly Estimations:
No need for calculations, since the website is not meant to generate revenue.

Identify the costs and time-frame to construct the website.
How does your website align with your key message?
What features do you need to start versus which could be added later?

Outline how the website will be used to support your primary marketing activities.

Usually done to establish credibility and clarify what you do.

EVALUATE
TOOLS &
TEST
RESOURCES
EVALUATE
Assess your web skills.
How familiar are you with web development?
Does your knowledge address ALL the features your website requires?
Do you have experience with web design?

Consider outsourcing the design and development of your website to provide a professional website that reflects your key message.
TOOLS & RESOURCES
Tools to review:

http://www.99Designs.com
for logo design

http://www.WordPress.org
for managing your website content
TEST
Test. Test. Test before launching the website.
Is the content correct? Are there spelling mistakes or typos?
Can you complete a sale successfully?
Do you receive a notification if a quote is requested?
EVALUATE
ANALYZE
FOCUS
EVALUATE
Consider hiring a third party expert in SEO to develop a strategy and implement it.

Be realistic. The internet is a vast catalogue of information. It will take time for your website to move up the search results.
ANALYZE
Increase your chances by building your website with simple search engine optimization in mind.

Quick Tips:
Start at the beginning. What would a potential visitor be typing into Google to find your product or a similar one?
It could be that different types of visitors would enter different things.
It doesn’t have to be a single word, think about phrases people would use.
It might be that they are trying to solve a problem or ask a question
FOCUS
Focus on one phrase. Where does it make sense to include it in your website content?
It might not be on the home page. Does it make sense to put it on a product or service page?
Does it makes sense in an FAQ, to show how your product/service addresses this problem.
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