ECommerce 102

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E-Commerce 102
M A R K E T I N G ! ! ! ! !
Presented by Patrick Hardy P Hardy
Technologies, Inc. When Retail Profits Count. 50
Charles Lindbergh Blvd. Suite 400 Uniondale, NY
11553 [phone] / [phone] in
accordance with JoAnn Regan Staten Island
Netpreneurs 1207 Castleton Avenue Staten Island,
NY 10310 [phone] / [phone]
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Today's Topics

• SEO Search Engine Optimization
• PPC Pay-Per-Click
• CSE Comparison Search Engines (PSE / SSE)
• SMS Mobile Short Message Service

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Who Is This Guy???

• Education
• Suffolk County Community College
• (A.S. May 1991)?
• SUNY College at Old Westbury
• (B.S. December 1992)?
• Rochester Institute of Technology
• (M.S. July 1994)?

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Who Is This Guy???

• Business
• Computer training 1985 1987
• (no name)?
• Computer retail 1991 1998
• (Personal Computer Services)?
• Retail consulting firm 2000 -
• (P Hardy Technologies)?

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Search Engine Optimization

• SEARCH ENGINE OPTIMIZATION
• S E O

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Search Engine Optimization

• The practice of creating web pages in a way that
  will persuade specific search engines to position
  your pages near the top of natural or organic
  search results for specific queries.
• Key areas include the TITLE, meta DESCRIPTION,
  meta KEYWORD and BODY sections of each page on
  your web site.

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Search Engine OptimizationExample

• Example Designs by Alicia P
• Frida Khalo T-Shirts

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Search Engine OptimizationExample
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Search Engine OptimizationTips

• Keywords can make or break a sale.
• Carefully select your keywords, then incorporate
  them into your website design. Not the other way
  around.
• Should be used in sales copy, navigation, and
  taken into consideration with photography.
• Should be specific.
• adwords.google.com/select.KeywordToolExternal
• WordTracker.com

(DesignsByAliciaP.com)?
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Pay-Per-Click

• PAY-PER-CLICK ADVERTISING
• P P C

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Pay-Per-Click

• An advertising system where an advertiser pays
  an agreed amount for each click delivered to his
  or her site from a link or listing on a search
  engine results page (SERP).
• PPC is a bidding system

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Pay-Per-ClickTips

• Keywords can make or break a sale.
• Carefully select your keywords, then incorporate
  them into the title AND the description of your
  ads.
• Do not write SALESY ads (ie - We have the the
  best xxxx!, We have the lowest prices!, etc.)?
• Should be used in sales copy on your LANDING PAGE
  destination page on your website (NOT the
  homepage!)?
• Should be specific.

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Comparison Search Engines

• COMPARISON SEARCH ENGINES
• C S E

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Comparison Search Engines

• PPC, commission-based, fixed fee or FREE.
• Easiest form of advertising for eCommerce
  retailers (right now).

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Comparison Search EnginesProcess

• Create account.
• Submit a list of items with attributes in
  required format.
• Enjoy the show.

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Comparison Search EnginesExample

• Example Bulkoffice Supply
• Sparco Mesh Steel Sorter (a mail sorter)?

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Comparison Search EnginesTips

• Keywords can make or break a sale.
• Carefully select your keywords, then incorporate
  them into the product name AND the description of
  your LANDING PAGE.
• Follow all instructions for each CSE.
• Provide CSE will ALL required information. Highly
  recommended to provide all optional information.
  (Feed Optimization).
• Watch your financial investment. Track visitors,
  sales, profits.
• Try as many CSEs as possible at once.

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Mobile Marketing (via SMS)?

• MOBILE MARKETING via SMS
• S H O R T M E S S A G E S E R V I C E

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Mobile Marketing (via SMS)

• Relatively new to the United States (over a year
  old).
• Practice of advertising products and services
  (usually via text messaging) to cell phones.
• 90 read rate.
• Very high response rate.
• Growing in popularity. (CHASE, Project Runway,
  Dancing with the Stars, American Idol).

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Mobile Marketing (via SMS)Tips

• Give shoppers something of VALUE.
• Do not SPAM your list.
• Subscription should be opt-in ONLY.
• Test your messages and frequency.

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It's Your Turn! Time for Q A.

• Questions
• or
• Comments?

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E-Commerce 102
M A R K E T I N G ! ! ! ! !
For more information contact Patrick Hardy P
Hardy Technologies, Inc. 50 Charles Lindbergh
Blvd. Suite 400 Uniondale, NY 11553 (800)
896-4022 / [phone] http//www.PatrickHardy.
com or JoAnn Regan Staten Island
Netpreneurs 1207 Castleton Avenue Staten Island,
NY 10310 [phone] / [phone]
http//www.SIWebGroup.org