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Utilizing Website Marketing & Technology to Increase Sales & Profitability

Utilizing Website Marketing & Technology to Increase Sales & Profitability. Timothy Howard Clarity Connect, Inc. Holly Springs, NC 27540 www.clarity-connect.com. Website Checklist & Content Management Solutions. Website Content Management Solutions. How is a Website Updated?. Static

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Utilizing Website Marketing & Technology to Increase Sales & Profitability

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  1. Utilizing Website Marketing & Technology to Increase Sales & Profitability Timothy Howard Clarity Connect, Inc. Holly Springs, NC 27540 www.clarity-connect.com

  2. Website Checklist & Content Management Solutions

  3. Website Content Management Solutions

  4. How is a Website Updated? • Static • Each page is ‘hand-coded’ • Changes made by ‘webmaster’ • Dynamic • Updated by non-technical type using a Content Management System (CMS) • Updates are instantaneous or nearly instantaneous

  5. Web CMS

  6. The Right Tools for the Job Website Content Management Tools

  7. Website Checklist

  8. What are Your Business Objectives? • Getting new customers • Increasing frequency of purchases • Increasing average order size • Trying new products • Complementary products • More of the same • Improving margins • Getting first time customers to become repeat customers

  9. Website Functionality • Simple ‘Brochure’ • Calls to action: • Call us • Stop By • Repeat visitors not likely

  10. Website Functionality • Simple ‘Brochure’ Plus • One or two pieces of info updated somewhat regularly • Calls to action • Check back for an update • Call us • Stop By • Frequent repeat visitors not likely

  11. Website Functionality • Highly Informational but non-transactional • Regular Updates • What’s New • Availability and/or pricing • Seasonal information • Where to Buy • Multi-media • Slideshows, videos • Social Media Integration • Calls to Action • Come back regularly to site • Call Us • Stop By • Buy • From others

  12. Website Functionality • Online Ordering & Payment • Wholesale Post-Login • Inventory • Online Ordering • On Account • Online payment • Interactive • Catalog Creation • Sales Sheet Creation • Bench Card Creation • Customer-Only Info • Grower Cultural Care

  13. Selecting a web designer • Local vs. Remote • Individual vs. Company • Template vs. Custom • Designer vs. Techy • Static vs. Content Management System (CMS) • Recipe vs. Consultative • Expansion capabilities • Ability to help with content • Experience • Total, Horticulture Specific, Search Engine Optimization • Support • Availability, human vs. e-mail

  14. Key Take-aways • Don’t have site, ‘just to have a site’ • Sites designed by 18 year old kids for $200 generally look like sites designed by an 18 year-old kid for $200 • Build your sites to achieve specific business objectives • Text is king when it comes to search engine results

  15. Key Take-aways - 2 • Design look and feel needs to reflect your physical location and the real customer experience • Content should be written for the site user, not to demonstrate how smart you are • Plant descriptions for retail customer should be different than for wholesale customers • Nobody cares ½ as much about your business as you do

  16. Questions? Comments?

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