http://go.unl.edu/etailing

UNL ExtensionConnie Hancock – chancock1@unl.edu Jay Jenkins – jjenkins2@unl.eduDennis Kahl - dkahl@unl.edu

NDSU ExtensionGlenn Muske - glenn.muske@ndsu.edu

The Starting Point

“Build it and they will come” doesn’t work

-Didn’t work for brick and mortar – Won’t work for ecommerce

Why be concerned?

• In 2013, retail sales overall were flat. – Yet, digital sales grew by double digits – 2014 - $250 billion in estimated online sales

• And eTailing is much more than sales!!

eCommerce

• A way to bring the customer to your • It’s where people are• It influences purchasing behavior– Forrester Research – Today’s buyer is often 2/3 to

90% of the way through the decision making process before they ever interact with a person

– Got there by gathering information online• Includes while they are standing in your store

• Growth seen in all demographic categories

The Bottom Line

In today’s connected world, eTailing is not an option –

IT IS ESSENTIAL!

eTailing: Taking Charge of Your Online Presence

• Focus– Content + Community + Commerce = eTailing

• Sections- Lay the Groundwork - Effective Content Creation- Plan Your Website - Online Marketing- Your Front Door - Trends

• And it’s self-guided and FREE - http://go.unl.edu/etailing

Your Online Marketing Effort

It must be part of your overall marketing strategy.

Online Marketing Keys

• Content is king• Distribution is queen• And action trumps them all.

– Action rarely happens if the consumer: • Doesn’t know where to go (landing pages)• Isn’t asked to do anything (Call-to-action)

Landing Page defined

• “…a web page that allows you to capture a visitor’s information through a lead-capture form.”

Hubspot

Improving Your CTA

• What do you want customers to do• Create the Hook– What’s in it for me?

• Give your customers a reason to act– Provide the sense of urgency

• Optimize CTA• Consistent presentation• Test and Measurehttp://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-to-action/

• https://squareup.com/

How to get started• Offer something for free– If value is there – the customer will take action

DownloadBuyFindGet

OrderPurchaseReviewShop

Call to Actions

More information on marketing – Entrepreneurs and Their Communities webinar – Crafting a Consistent Marketing Message - https://learn.extension.org/events/1394#.U58C5LUo5aQ

Community• Reviews

– People are sharing product and service recommendations online every minute of every day - Stephanie Abrams and Courtney Spritzer

• Engagement– You Community +– Community You

• Reputation and Brand

• Get on the map

• Get social

http://go.unl.edu/etailing

Let’s take a tour!

Trends• Location-based• Showrooming• Combinations – In-store pick-up– In-store kiosks

• Vehicles– Car & Driver – “In 5 years, nearly 25% of cars will be

connected to the Internet”• Visual• Cloud

Final Thoughts

• It’s a tool– Examine ROI

• Privacy and Security remain key• IT WILL CHANGE!

Resources• Power of Business– http://powerofbusiness.net/ • Engage business owners and expand their networks

allowing for shared learning and problem solving• Find Live Chats, Blog, Newsletter, and Tips

• Entrepreneurs and Their Communities– https://www.extension.org/entrepreneurship

• UNL Huskerpreneur – http://huskerpreneur.wordpress.com/

• NDSU Small Business– http://www.ag.ndsu.edu/smallbusiness

Other Online Curriculums

Direct Marketing of Food Specialty Products

http://go.unl.edu/directmarketingfood

Marketing Agritourism Online

http://go.unl.edu/agritourism

http://go.unl.edu/etailing

UNL ExtensionConnie Hancock – chancock1@unl.edu Jay Jenkins – jjenkins2@unl.eduDennis Kahl - dkahl@unl.edu

NDSU ExtensionGlenn Muske - glenn.muske@ndsu.edu

QUESTIONS??