Build My Online Store Podcast

#22: E-Commerce Business Fundamentals with Brendan Tully at The Search Engine Shop

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Build My Online Store Podcast

Terry Lin, eCommerce Enthusiast

Description: A show for guests to promote their eCommerce business, hear others solving similar business problems, and giving the audience valuable insights into an eCommerce operation.

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#22: E-Commerce Business Fundamentals with Brendan Tully at The Search Engine Shop

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This week I got Brendan Tully from the Search Engine Shop to talk about online business fundamentals, and how business owners need to get their USP ironed out before asking for more traffic to increase sales. We also go through a case study of the best practices at Didgeridoo Breath, the #1 didgeridoo online store in Australia and North America. The Search Engine Shop is a digital consultancy with offices in Perth & Sydney. They work with small, medium and big business to ultimately help clients make more money by properly using technology and the internet.   Topics Discussed: 03:00 - Limits of being a pure SEO firm 04:00 - Misconceptions of E-Commerce beginners 04:20 - Why traffic is not the magic bullet to success 05:00 - Brendan's model of online business fundamentals 07:10 - High priced vs low priced items 07:40 - Quick traffic wins - Google Merchant Center and Google Products 08:55 - Why you need a both organic and paid traffic strategy 09:50 - Paid search and mobile/tablet search results 10:20 - Being everywhere and getting eyeballs 10:40 - What is a didgeridoo, and a case study of Didgeridoo Breath 12:35 - Communicating with a client on what they need to do online 13:20 - Finding and qualifying the right client as a business consultant 14:10 - Content marketing and the second business of Didgeridoo Dojo 15:20 - Measuring the ROI of content marketing 15:55 - Why outsourcing social media doesn't work 17:00 - Increasing conversions with video marketing on each product page 18:00 - Capitalizing on video, audio, and text in product descriptions 18:25 - Brendan's view on long-term SEO in the upcoming years 19:40 - Three conversion "quick-wins" for E-Commerce businesses 21:40 - Using live-chat tools with your website visitors 21:55 - Importance of high quality commercial photography 22:30 - Why a mobile commerce website is not for everyone 24:20 - Getting past the hype around mobile marketing and websites 24:50 - How to evaluate if you need a mobile website 26:20 - Does email marketing still work, and how powerful is it? 27:25 - What content should you put in your email newsletter? 27:45 - Challenges for small businesses moving into the next year 28:00 - Two key questions to answer for long-term business success 28:30 - Tips for hiring an external business consultant 29:30 - Business diagnostic tool and getting clients to re-frame their thinking  Interested in online eCommerce master classes about SEO, marketing, and conversions? Help choose a topic by filling out a one question survey at www.buildmyonlinestore.tv

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NMX and Nab Show, Las Vegas, April 2015