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The Inside Edge

The Inside Edge Why do businesses spend money To make more money than they spent Defining ‘good returns’ + R eturn o n I nvestment Your crowning achievement R.O.I. What it is. What it isn’t. And how you can get more of it from your website today.

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The Inside Edge

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  1. The Inside Edge

  2. Why do businesses spend money

  3. To make more money than they spent

  4. Defining ‘good returns’

  5. + Return on Investment Your crowning achievement

  6. R.O.I. What it is. What it isn’t. And how you can get more of it from your website today.

  7. Positive R.O.I.formula Goals Strategies Tactics Metrics Objectives

  8. Business challengeexercise • You’ll need: • Paper and pencil • A timer set for 3 minutes

  9. Challenge ideastarters play/pause button • To survive, we need … • We’re going to have to … • We’re having a hard time …

  10. Common businesschallenges

  11. Positive online ROI

  12. sales Positive online ROI

  13. leads sales Positive online R.O.I.

  14. branding leads sales Positive online R.O.I.

  15. branding service leads sales Positive online R.O.I.

  16. branding service leads operations sales Positive online R.O.I.

  17. Challenge: Slow sales Customer turnover Objective: We will use the Internet to increase sales volume We will use the Internet to retain more of our current customers Problems or Profits?

  18. Business objectivestatement • Don’t try, do • We will improve … increase upgrade expand acquire

  19. Business objectivestatement • Don’t do everything, • do one thing • We will increase customer satisfaction, notWe will increase sales by increasing customer satisfaction

  20. Business objectivestatement • Write it down We will … Use the play/pause button on the left

  21. Objective: What you intend to accomplish Short, simple declaration Strategy: How you intend to accomplish it Short, simple declaration MatchesnotMix ups

  22. Objectives, strategiesand jargon K.I.S.S. keep it short and simple

  23. K.I.S.S. keep it short and simple Objectives, strategiesand jargon Simple to explain

  24. K.I.S.S. keep it short and simple Objectives, strategiesand jargon Simple to explain Simple to remember

  25. K.I.S.S. keep it short and simple Objectives, strategiesand jargon Simple to explain Simple to remember Simple to do

  26. MatchesnotMix ups • Objective: • What you intend to accomplish • We will increase online sales • Strategy: • How you intend to accomplish it • We will increase online sales by cross selling to our current customers

  27. Increaseonline sales Develop affiliate relationships Add more payment options Increase advertisements Increase merchandise Increase conversion

  28. Offlinevs.Online • Current Situation: • Suburban shopping mall location draws from several small communities • Competes with large variety discount retailers

  29. Offlinevs.Online • Increase sales by: • Cross selling to customer base (e.g. skateboards and snowboards) • Increase sales volume through loyalty discounts • Current Situation: • Suburban shopping mall location draws from several small communities • Competes with large variety discount retailers

  30. Online changes: Online customers use search to locate stores Price sensitivity secondary to finding the right merchandise Offlinevs.Online

  31. Offlinevs.Online • Online changes: • Online customers use search to locate stores • Price sensitivity secondary to finding the right merchandise • Increase sales by: • targeting a narrow customer niche (e.g. campers or weightlifters) • Increase sales volume through search engine marketing

  32. LeadGeneration Develop affiliate relationships Develop speaker platform Multimedia email blasts Increase search engine marketing Add blogs, newsletters

  33. Branding Content standards Referrals, testimonials Add blogs, newsletters Infomercial multimedia Aggressive public relations

  34. Customer Service Service level guarantees Increaseself-service options Seek quality awards Increase feedback options Add multimedia instructions

  35. Operations Switch to VoIP Expand process automation Roll out Kaizan initiatives Train via multimedia Web EDI migration

  36. Strategicdouble duty More ways to make money More ways to make mistakes

  37. Strategicdouble duty Develop affiliate relationships Train via multimedia Infomercial multimedia Multimedia email blasts Add multimedia

  38. Strategicdouble duty Increase sales Generate leads Develop affiliate relationships

  39. Strategicdouble duty Generate leads Increase sales Develop affiliate relationships Develop affiliate relationships

  40. MatchesnotMix ups • Increase sales by: • Increasing the number of sales per affiliate • Increase leads by: • Increasing the number of affiliate relationships we have

  41. MatchesnotMix ups • Increase sales by: • Increasing the number of sales per affiliate • by 2 per month by the end of the first half • Increase leads by: • Increasing the number of affiliate relationships we have • by adding 4 new affiliates each quarter

  42. Strategy statementexercise

  43. Strategy statementexercise play/pause button

  44. What’s working & why branding leads service sales operations

  45. Surf and Search branding URL –strategy? leads service URL –strategy? URL –strategy? operations sales URL –strategy? URL –strategy?

  46. Visitwww.sharetheedge.com To find an Internet Consultant near you

  47. The Inside Edge

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