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What is your China strategy?

• Online vs offline opportunities, which should come first?
  • Is your competitors there?
  • Is there a demand at that price?
• Partner or your own?
• Who is your consumer
  • Where, how old?
  • Different regions, different characteristics in China
• Resources available internally?
  • Are you ready to invest time in it?
• Importance of insights / data

China growth is slowing down but still it grew 6% last year

Chinese consumer

• Government policies to promote domestic consumption
  • Domestic consumption is the main source of growth
• Ratio online – total retail overtook UK with 23%
• Large population with increasing spending power
• Becoming more sophisticated – needs and desires changing
• 2015 high and upper middle disposable income 10%
  • 2030 it will increase to 35%
  • People are moving up the scale of disposable income

Routes to market

• Retail
  • Daigou: Chinese tourists purchasing from abroad and selling back in China
  • Tourists: Chinese tourists spend considerably more than most other tourists
• Distributor
  • Hard to find a distributor but easy afterwards
  • You don’t control the sales process or how your brand is presented etc
• Cross border e-commerce platforms
  • .com website
    • Historically Chinese people are emarketplace focused
    • People who have been successful on their .com sales, have bit of brand awareness
    • Google is nothing in Chinese, SEO does not matter in China
    • Native Chinese platforms are much better
  • Chinese marketplace + 3rd party or trade partner

Routes to market

• General import
  • Product registration
  • Import permit
  • General import
  • Distribution retailing
  • Consumers
• Cross borders ecommerce
  • Customers order online
  • Ecommerce / postal clearance
  • Consumers

Books or other products that might need to go through content checks, might not be suitable for ecommerce.

VAT in China was 16% and now going down to 13%

Huge distrust in locally manufactured brands and goods in China, especially in mother and kid products. High quality and healthy perception.

Diversification

• Intense competition
• Consumers are using a greater variety of ecommerce platforms
• 1 app users were 48% in 2016 , then it is 29% in 2017
• 5 app users were 5% but now 14%
• Don’t use different distributors for different ecommerce platforms – price cuts can be problematic
• Ecommerce app users
  • Taobao most popular
  • Pinduoduo

• Cross border ecommerce market (B2C) competitive landscape
  • Tmaill
  • Kaola
  • Jd global
  • VIP
  • Amazon

Website performance

• Range of payment options
  • Alipay, wechat
• Great firewall of china
  • Not only censorship but slows downs everything from outside of the country
  • Good website performance is important
• Fast delivery to mainland china

Top influencers when chinese consumers buying through cross border online

• 50% Word of mouth from friends
• 32% social media comments
• 25% seo search results . that is baidu

Is it for me?

• There are many routes to market
• Doing it alone is expensive
• Being British / European & Foreign is not enough
• It can be a relatively easier route to market, but is still a complex and time consuming process
• A key challenge is that many chinese buyers are risk averse and brand conscious
• Models are shifting – e-marketplaces introducing e-taling into their models, social commerce is on the rise
• Building brand awareness in an increasingly crowded market takes, patience, ingenuity, deep pockets and often luck
• But… if you have the right product or brand, there can be a real opportunity

You should register your trademark in China before pitching it.

It will cost you about 1000 GBP

It can take a long time 18 months. But you are OK to trade if your application is in.

https://www.regroup-media.co.uk/

China digital landscape

Market size

• Biggest online market in the world – 800M online, 1/5 of the World’s internet users
• 80% internet is through mobile in CN
• 50% mobile in UK and US
• China now counts as 40% of all online transactions

Digital channels

• No google, ebay, facebook, Twitter, paypal
• Yes Linkedin and Amazon

English language

• Fluent English 1%

Seasonality

• Digital trends are very seasonal
• Paid advertising can exploit these peaks via special promotions

Channels

• Web presence
  • More for brand awareness than selling
  • Localised web presence does reaffirm a desire to engage with a China audience
  • Partly protection, partly reach
  • Host the site locally in China to make it open faster, an ICP licence is required or use a CDN
  • What works design-wise in the West doesn’t necessarily work in China
• Search engine landscape
  • Baidu dominates the landscape
    • Little less sophisticated than Google
  • Organic and paid similar to Google
• Social
  • Weibo – shorter posts, facebook and twitter like
    • Sophisticated advertising like FB
    • Younger audience
    • Cheaper cost per ad
    • Brand awareness
  • Wechat
    • Many things, 1 billion+ users,
    • 5st biggest social media channel in the world
    • Biggest in China
    • Way more than whatsapp
    • More like an ecosystem
      • Calls, messaging, ecommerce, payment gateway, games
      • Social media, bookings, pictures (like IG)
    • 900M users are based in CN, 100M are outside of CN
    • 86% users between 18-36
    • High skewed on urban, professional
    • Highly engaged
      • 50% of users use for 90 mins
      • 30% of all time spent on mobile in CN is on Wechat
      • Lengthier posts, more like blog posts
    • Mini programs   
      • 200M people use them
      • Smaller and more streamlined than traditional apps
      • No download for individuals
      • Load faster, hosted in Tencent servers
      • 20% of the cost for 80% of functionality
      • Ecommerce, flash sales,
    • Wechat ads
    • Influencer marketing (KOL)
      • In later stages, where the brand is already established
    • Wechat pay
      • 600M users. Biggest along with Alipay which these 2 dominate
      • Wechat 0.6%, banks get 1.5% to get money to UK

Summary

• Wechat is a good place to start, for proof of concept

http://avenue51.com/

• Cross border model
  • When a shopper sells directly to CN from UK
• Distributor model
  • Spike in orders
  • Visibility issues
  • Distributors dont tell you who they are selling, how they are selling

• Product pages needs to be longer, more details
• Royal mail tmall
  • https://www.great.gov.uk/selling-online-overseas/markets/details/royal-mail-t-mall/
  • https://rm.tmall.hk/

BURAK ACTIONS

• Mandatory 2 step authentication
• Check Abdul’s personal email security
• Firefox sync uninstall
• Lastpass
• Check g suite backups
• Phishing tests
• https://www.knowbe4.com/

Cyber Attack Stats

• 54% of UK companies hit by cyber attack
• Average cost of CA is 3k-36k
• 96% of companies not confident can protect themselves
• Most common attacks by fraudulent email, impersonation and ransomware
• 76% of K adults don’t know what ransomware is
• 56% of organisations hit by Ransomware paid ransom
• Global attack map: https://www.youtube.com/watch?v=bWXIJSiagBY

Ransomware

• A variant of malware
  • Malware is malicious software
• Many different variants
  • Cryptolocker, cryptowall, locky
• Multiple delivery methods
  • Email, compromised websites, software vulnerabilities

Phishing

• Phishing is the attempt to obtain sensitive information such as usernames, passwords and credit card details
• These attacks are untargeted and generally sent out to a huge number of recipients at one time
• Often directs users to enter personal information at a fake website

CEO Fraud / Whaling

• Impersonating a senior officer, bosses etc to order a fraudulent bank transfer

What is social engineering?

• A type of confidence trick for the purpose of information gathering, fraud or system access
• It is often one of many steps in a more complex fraud scheme
• Targets employees, not IT systems
• Employees often do not see themselves as part of the organization information security effort

How to stay protected

10 steps to Cyber Security

1. Risk management regime
   1. Develop an appropriate risk management regime
   2. Ensure this is supported by the board and senior managers
   3. Clearly communicated approach
2. Secure configurations
   1. Identify core business technology
   2. Develop strategy to remove old technology and services
   3. Introduce a patching policy
   4. This will reduce the risk of compromised systems
3. Network security
   1. Protect your networks from attack
   2. Filter internet access
   3. Update default passwords on your network devices
   4. Consider your data location and how you (or attackers) can access it
4. Managing user privileges
   1. Develop a process of granting access to data
   2. Review current access levels
   3. Does everyone have access to everything?
   4. Monitor user’s activity on the network and key systems
   5. Audit the logs of your network and key systems
5. User education and awareness
   1. Review staff’s current cyber security awareness levels
   2. Introduce cyber security awareness training
   3. Both for new and existing staff
   4. Develop a security conscious culture
6. Incident management
   1. Establish an incident response and DR capability
   2. Test your backups and DR plan
   3. Review your current downtime and decide if this is appropriate for your business
   4. Report criminal incidents to law enforcement (police / action fraud)
      1. https://www.actionfraud.police.uk/
7. Malware prevention
   1. Establish malware protection across your network
   2. Ensure this is on all your devices
   3. Ensure this is regularly updated and regular scans performed
8. Malware prevention
   1. Establish malware protection across your network
   2. Ensure this is on all your devices
   3. Ensure this is regularly updated and regular scans performed
   4. Make sure access scan is activated (antivirus scans files accessed)
9. Monitoring
   1. Continuously monitor all systems and networks
   2. Analyse logs for unusual activity that could indicate an attack
   3. Establish a monitoring strategy and produce supporting policies
   4. BURAK: There are software that uses AI to define normal traffic, then alerts you irregularities (if someone accesses other folders than sales and marketing they usually do)
10. Removable media controls
    1. Produce a policy to control all access to removable media
    2. Limit media types and use
    3. Scan all media for malware before importing onto the system
    4. BURAK: No usbs would be used
    5. BURAK: Autoplay needs to be turned off
11. Home and mobile working
    1. Develop a mobile working policy and train staff to adhere to it
    2. Apply the secure baseline and build to all devices
    3. Protect data both in transit and at rest – encryption is an option for this
    4. BURAK: Consider VPN
    5. BURAK: Are company laptops have antivirus on them?

Small Business Cyber Security Steps

• From the national cyber security centre
• Focused on SMEs
• This advice will significantly increase your protection

Backing up your data

• Tip 1: Identify what data you need to backup
• Tip 2: Keep your backup separate from your computer
• Tip 3: Consider the cloud
• Tip 4: Make backing up part of your everyday business

Protecting your organisation from malware

• Install and turn on antivirus
• Prevent staff from downloading dodgy apps
• Keep all your IT equipment up to date – patching
• Control how USB drives (and memory cards) can be used
• Switch on your firewall

BURAK: G Suite backups – backup of cloud

Onedrive, dropbox, 365

Storage craft – channel only IT companies

https://www.backupify.com/gsuite-backup

https://www.datto.com/

https://www.getapp.com/it-management-software/a/backupify/pricing/

Keeping your smartphones and tablets safe

• Switch on password protection
• Make sure lost or stolen devices can be tracked, locked or wiped
• Keep your device up to date
• Keep your apps up to date
• Don’t connect to unknown wifi hotspots, or at least use VPN
• Smaller wifis like coffee shops etc are not secure

Faster, safer, and smarter browsing

Ghostery helps you browse smarter by giving you control over ads and tracking technologies to speed up page loads, eliminate clutter, and protect your data.

https://www.ghostery.com/

Using passwords to protect your data

• Make sure you switch on password protection
• Use two factor authentication for important accounts
• Avoid using predictable passwords
• Help your staff cope with password overload
• Change all default passwords

Mobile device management

Corporate container

EMM

https://en.wikipedia.org/wiki/Enterprise_mobility_management

Use landline from mobile app

People calling landline will be directed to mobile phone

Or you can call from mobile and customer will see your landline

https://www.3cx.com/

Domain password criteria

Must contain this amount of letters numbers etc

Use password managers

https://www.lastpass.com/multifactor-authentication

Backup and disaster recovery

• Ensure you have a robust backup and DR strategy
• Test your backup on a schedule
• Recommended testing backups for file recovery monthly
• Recommended testing DR every six months
• Review RTO and RPO for your backup system

RTO and RPO?

• RPO: Recovery point objective
• RPO: how long can you afford to go back in time to restore a backup?
• RTO: Recovery time objective
• RTO: How long can you afford to be down in your business?
• Both are important, separately measured and unique to each business.

If security is tedious or difficult, people will not use it. It needs to be convenient

Password Manager

• They give you huge advantages in a world where there’s far too many passwords for anyone to remember.
• They make it easy for you to use long, complex, unique, passwords across different sites and services with no memory burden
• They are better than humans at spotting fake websites, so they can help prevent you falling for phishing attacks
• They can generate new passwords when you need them and automatically paste them into the right places
• They can sync your passwords across all your devices, so you’ll have them with you whether you’re on your laptop, phone or tablets

Sites that support 2 step authentication

https://twofactorauth.org/

Cyber essentials

https://www.cyberessentials.ncsc.gov.uk/

1. Secure configurations
   1. Close accounts which are not used
   2. Remove software you don’t need
   3. Change all default admin pwd to a strong pwd
   4. Disable autorun features
2. Boundary firewalls and internet gateways
   1. Needed on office devices
   2. Needed on home office devices
   3. Change default pwd to a strong one
3. Access control and admin privilege management
   1. Do not use admin account day to day
   2. Use strong admin pwd
   3. Do you have a list of admin privileges
4. Patch management
   1. Correct licenses for your software
   2. Set to update auto
   3. Receiving security patches
5. Malware protection

IASME Governance

https://www.iasme.co.uk/the-iasme-standard/

Cyber Essentials

https://www.cyberessentials.ncsc.gov.uk/

https://www.producthunt.com/

Make sure you consider context in foreign markets

Desk research

surfing without drowning – getting to research online

Euromonitor  

CIA factbook

Nationmaster

Intragen

Govuk export guide

Pocket world figures

https://worldinfigures.com/

Primary Research – Digging deeper

Chat with colleagues first before doing actual research. Some of it might be done already

https://www.nationmaster.com/

https://www.cia.gov/library/publications/the-world-factbook/

https://www.wto.org/english/res_e/statis_e/statis_e.htm

https://stats.oecd.org/

https://www.who.int/gho/publications/world_health_statistics/en/

https://www.euromonitor.com/

Find agents and distributors

Business directories

DIT contacts

Linkedin

Trade Shows

Chambers of commerce

B2C market research

Focus groups – you need a specialist

Web Visitor Types

• Tracker: Knows exactly what they want
• Hunter: Knows roughly what they want. Eg. category level browser
• Explorer: Windows shoppers, looking for a reason to buy
• Mistaken: Arrived by chance

You need content on your pages to suit these types of visitors

Three Essential Questions

• Who needs to be persuaded?
• What actions does this person need to take?
• How will you most effectively persuade that person?

What’s in it for me (WIIFM) ?

Answer this question for each of the 3 visitor types:

Competitive: Our product gives you the edge. You’ll never be caught unprepared

Spontaneous: Our product let’s you do what you want, when you want

Humanistic: Our product helps you work with others easily

Methodical: Our product increases efficiency and saves time

Call to action button – Does not matter that much which color. Just make it contrast and bright. orange can be good. Red gets attention but is a warning. Green is go next advance button in UX.

Understand the audience –

COPYWRITING – CONTENT

Stages of Awareness

• Most aware
• Product or brand aware
• Solution aware
• Problem aware
• Completely unaware

Argue your case

Identifying Awareness

• Popup surveys
• New vs returning visitors
• Chat transcripts
• Email enquiries
• Keywords that people search for , google search console
• What is the conversation in your prospect’s mind

Structuring copy

• Value proposition in the “hero” area
• Make your argument based on the state of awareness
  • Understand who your prospect is, what they want most & what’s happening in their world
  • Support your argument with evidence
  • Use powerful language to make it enticing
  • Be clear and focus on what they care about
• Close (call to action)

BURAK NOTE – Blog posts and small banners about leisure reading – student success

Six factors of conversion

• Value proposition
• Relevance
• Clarity: Don’t use jargon
• Anxiety: Show your phone numbers, contact information, people need information to get around some of their anxiety. Is this site secure for me to put my details in
• Distraction: No distractions through the way to the conversion
• Urgency: Very difficult to get people back to your website after they left.

Headings

• The gateway to your visitors reading more
• Sell benefits not features
• Believable and specific
• Easy to achieve
• Message is more important than wording

BURAK NOTE – Experiment with some split tests?

Persuasive Copywriting

• Reciprocation: free stuff
  • Asking afterwards shown to be more effective
• Consistency: yes questions
• Social proof: testimonials, client lists, reviews, seals of approval
• Liking: persona based copy , empathy, demonstrating an understanding of your prospects
• Authority: qualifications, publications
• Scarcity. Limited time or quantity

• Nodding copy: Keep building yes and propensity to say yes at the end might increase. Get people saying say yes.

• Social proof: customers also viewed, customers also purchased.
• Customer reviews: Single most important thing that most people choose to purchase.

Calls to action and benefits

• Use clear details and instructions
  • Do not be afraid of being “too obvious” – assume everyone using your website is an idiot. That way you won’t make assumptions that are not true.
• Be specific
  • Room for 7 passengers rather than room for multiple passengers
• Combine the call the action with benefits
  • Buy now to end kitchen smells
  • Click here to start losing weight
  • Register now for your free report
• Call to actions needs to look clickable

Copywriting tips

• Avoid jargon
• Use active voice
• Address the customer – you , your
  • http://www.customerfocuscalculator.com/
• Keep sentences and paragraphs short and uncomplicated
• The average reading level is age 14
• Readability is important – text size, column widths, white space
  • Readers scan and skim pages

Copywriting tips

• Make important words stand out
  • Highlight, bold, italics, hand-drawn annotation
• Longer link text has been shown to convert better than shorter links

The Ideal Length of Everything Online, Backed by Research

• The ideal length of a tweet is 100 characters
• The ideal length of a Facebook post is less than 40 characters
• The ideal length of a headline is 6 words
• The ideal length of a blog post is 7 minutes, 1,600 words
• The ideal width of a paragraph is 40-55 characters
• The ideal length of an email subject line is 28-39 characters
• The ideal length of a title tag is 55 characters

Improving subscriptions

• Actively selling the benefits of registration can increase uptake to 10-12%
• Incentivising registration can improve this many times over
• Reducing the steps from 4 to 3 increased registration by 10% for william hill

Mobile chat might not be used on mobile – consider disabling it

Images

• Large brightly coloured buttons often convert better
• Most effective images
  • The product
  • Product in use
  • Successful outcome
  • Happy customers with the product
• Test captions under images
• Violators often work well

AIDAS

• Attention
  • Is the site relevant and easy to understand?
• Interest
  • Is it obvious how you meet visitors’ needs?
• Desire
  • Benefits not features, stimulate imagination
• Action
  • Is it obvious how and why to take action?
• Satisfaction
  • Scent trail, ease of use, no errors

Page layout elements to test

• Strong, contrasting colours
• Images – think about getting attention
• White space / buffers
• Text size – particularly headings
• Contact information on every page
• Right-hand side good for reassurance

Landing page layout

• Single column means more control over the order it is viewed in
• Users look to the top left first and follow an F shape. So put your most important content in the F
• 76% of clicks are made above the fold
• 95% clicks from facebook are on mobile
• Remove unnecessary links
• Avoid false bottoms in scrolling pages

Navigation

• Blue, underlined links
  • Avoid red links – danger
• Link words and phrases in text to deeper pages
• Use terms visitors will understand
• Does key navigation appear in the active window?

• Free delivery is the most important thing for conversion for ecommerce websites after price.
• Even combined costs differ, people might go for free delivery.

Planning optimisation

• Ensure you are measuring correctly
• Look for areas of improvement
  • Segment visitors
  • Run user surveys & user testing software
• Choose a variable or page to test
• Design an alternative to test
• Use software to run the test
• Review and repeat

Testing tools

• Browser testing
  • http://browsershots.org/
  • https://tools.pingdom.com/
  • https://www.browserstack.com/
• A/B and multivariate testing
  • https://optimize.google.com/optimize/home/
  • https://unbounce.com/
• Visitor tracking
  • https://www.hotjar.com/
  • https://www.clicktale.com/
  • https://www.crazyegg.com/
• Usability testing
  • https://www.usertesting.com/
  • https://www.whatusersdo.com/
• User surveys
  • https://www.surveymonkey.com/
  • https://www.smartsurvey.co.uk/

• Probably better to email your existing customers than to popup on the website for surveys

BURAK NOTE : Google optimize can change the content and duplicate the website without needing to go into the content management system.

You can change the content in a WYSIWYG editor. It updates the content through JS after the page is been loaded. It won’t affect SEO. Drag and drop interface.

Think about optimization in the context of your target audience

Give value to customers, it doesn’t have to be a spending on your side.

You can use learn more to get people visit your website.

Most of the sales is psychology.

You can reword to make people feel different.

Build trust with customers. Allow time to nurture relationships.

A little extra in the postage. Exceed expectations.

Given that you are doing your job well.

We want to make customers feel special.

Relationship is with your suppliers as well, not just with customers.

You don’t have to wait for Christmas to give back.

If you are not continuously developing trust and consistently delivering value, it becomes transactional and about price.

12 ways to create a great professional relationship

Heightened need – send an email to upsell before the order is dispatched?

BURAK – We can send upsell emails related to products purchased

Subscription services, convenience

https://uk.dollarshaveclub.com/

1- Be you, have a personality. Give something people to talk about. Not just sell them. We want them to join us in this journey. Introduce people from the team. Even you are small team, show them the actual people working behind the scenes.

2- Share your goals and values,

3- Respect, relationships take time to built unless someone is referred to you by a trusted connection. You never know where it is going to lead even a small purchase.

4- Don’t let your tongue run away with you. If you have good news, share the good news. Let people know that you have their back as a way of showing loyalty to them. We have all been at events where gossip and unnecessary conversations go down among people that simple shouldn’t be doing that.

5- Introductions, One of the greatest compliments to receive in business is a referral. But think twice before introducing people. You need to make your own decisions.

Have the right motives and be connecting people for the right reasons so don’t get too attached to someone on the promise of a referral. Not all referrals work out. It takes two to make it happen and work, so don’t be doing all the work.

6- Be open minded. You never know where it is going to lead. Realistic expectations and never assume. Always go into relationships with an open mind. People are only who we think they are based on what our interactions have been with them.

Accept the way people are not as you want them to be. If we have preconceived expectations of people, then we are setting ourselves up for disappointment.

7- Spend time with them: If you really want to get to know people, ask them to go for coffee so that you can talk more personally one to one. Don’t be afraid to share experiences, ideas, points of view and simply learn more about each other’s story, family and professional history.

8- Be fun,

9- Be honest when things are not going well. We are human and sometimes that means sharing and supporting people through difficulty, challenge and change. Showing our vulnerability is part of our authenticity. One word of caution, this is best shared with a select few rather than more publicity. Use good good judgement here.

10- Help each other out

11- Consistency

Offer the best service you can and do it.

Zappos 1 year return policy:

It’s easy, and it’s FREE! If you are not 100% satisfied with your purchase from Zappos Luxury you can return your item(s) for a full refund within 365 days of purchase. (Returns must be unworn, in the state you received them, and in the original packaging.)

Over deliver. Always over deliver if you can. Set realistic expectations and over deliver.

Identify 10 people, mutual benefit, something personal about them that you can use, your end goal, idea of how to get to your end goal.

GDPR

Requirement of getting permission to email to customers was there before GDPR. If you had gotten appropriate permission before GDPR, you didn’t have to ask for permission again.

GDPR aims to make accessing data and using it maliciously difficult. You should not store all sensitive data together. HR folder? Where is it stored? If everything is in the same place, it is not GDPR compliant.

If employee has a company phone, business in theory can track employee location in and out of work hours. Find my phone feature.

90% of the all data has been created in the last 2 years.

ICO – Make sure everyone deals with data correctly.

GDPR – you need to put policies in place mostly.

People can ask for a copy of the data of the business holds about them, for free. They do not even need to provide a reason.

Are all PCs have passwords? Windows 10 does not automatically encrypt data.

Take reasonable measures. Company laptops should not be able to print at home. You can not track what is being printed.

If the employee emails the sensitive document, it can be traced.

You must have company number and name on all official data stores, contracts etc

What is consent?

Any freely given specific and informed indication of his wishes by which the data subject signifies his agreement to personal data relating to him being processed.

Data risk assessment

Risk assessment is the identification of hazards that could negatively impact an organization’s ability to conduct business. These assessments help identify these inherent business risks and provide measures, processes and controls to reduce the impact of these risks to business operations.

SPAM – Ply around with the domains – it is very difficult to get out of the bad spam score of the domain.

CRM – You get out what you put in. Clean your data. No duplicates.

Zoho CRM – £25 per month. Cloud based. Tracks sales, sale based system.

Microsoft Dynamics – Lots of developers. You can customise it easily for industry specific needs. £90 per month. Some really smart features.

Infusionsoft – Marketing and sales point of view. 3-6 months to setup. Not very quick to setup.

Sales Force – Used to be #1 – cheap now but not developed for few years.  pardot marketing £600 per month

What is the main thing you need from a CRM –

BURAK – Claim free book – just pay postage – add these books as well?

BURAK – Kids Birthdays – What was the reason for your purchase? We can ask customers.

Make it as easy as possible for people to buy – do not always discount.

Getting the customer relationship off on the right foot –

Open data sources – Big data corridor project

Never stop collecting data – GDPR does not say you can not collect. Just set policies and protect.

Utilize Linkedin

Small business have the advantage of having a personality, be human

Make sure the story you tell is of interest of your target audience.

Google – Growing Digitally in the digital age

Google Market Finder

Digital in 2018 in the United Kingdom

DIT Exporting Event, 6th Feb, Google & Push Slides

Push Group – Growing your business internationally and how to beat the competition

UK digital advertising spending is very high than some EU countries combined

So agencies in the UK have a competitive advantage over EU agencies

Data is the new oil

There is no digital strategy anymore, just strategy in a digital world.

Tips in Google ads:

• Structure, do not use single campaign. Spread out in different and specialized campaigns and ad groups
• Use Semrush to see keywords that competitors are using
• Scripts can identify keywords not in your account
• Shopping feed and its structure effects eCommerce campaigns significantly
• Native advertising, article based advertising
• Emotive ad copy is out performing functional benefits

Facebook tips

• Do not go for lowest cost. Have your conversion data and optimize to it.

Website tips

• 50% of your visitors might leave if it takes more than 3 seconds to load
• https://www.marketingdive.com/news/google-53-of-mobile-users-abandon-sites-that-take-over-3-seconds-to-load/426070/
• 3Ws in the landing page
  • What is this page about
  • Why should I stay on it
  • What will I do (call to action)
• Not tracking your data is just throwing money down the drain

iProspect – An audience centric approach to international growth

• 4,2 million people are on the internet
• Hard launch vs soft launch.
  • Soft launch, open the website and wait for someone to come, not actively bringing people in, focus on satisfying existing demand to your WS
  • Hard launch, actively generate interest, get more traffic
• Growth is never exponential, peak of inflated expectations, plateau of productivity
  • Avoid waste and beat the curve with an audience centric strategy
• Data is the new currency of business
  • But you might not have data in a new market
  • Zoom in who your best customers are
  • Demographics, mindset, behaviours, triggers, prosperity
• Global web index, Google tools, facebook audiences,
• Tone of voice, USPs (unique selling proposition), images, placement
• Adaptability is key, interpret and optimize audience performance singlas and online behaviour in their local context.

Sum up

• Data first audience strategy, best attainable audience
• Offer them personalized marketing experience
• Adapt and learn quickly

Channeladvisor – Creating your digital export road map

• Amazon ads is fastest growing business unit
• Customer journeys are not linear anymore
• Consumers hop between different emarketplaces, search engines and social networks
• Reaching large amount of customers has never been easier but reaching the correct audience is very difficult
• It all starts with correct and comprehensive product data, (multiple sites etc)
• Where your target audience chooses to transact
• Deliver delight, how do you deliver on the promise, product quality, logistics, think about overall customer experience
• 86% of customers still prefer free delivery over fast delivery

Avenue 51 – Global business and e-commerce and breaking into China

• Niche markets, 3 legged dogs
• You can rent everything, accounting software, people
• Gatekeepers disappeared, approve your book, music industry
• Fast prototyping
• 20. century was about suppliers
• 21. century millions of suppliers, 21. century is about markets
• Findability . Where you make your products available for purchase.
• Google rewards brand, high quality branded content. Whereas marketplaces tend not to.
• Before you do anything with marketplaces, first build a strong brand. Good website with good amount of content. What is it that you stand for. Why they should buy from you?
• Scalability. Being able to fulfill to lots of people. Marketplace has significant advantage.
• Amazon is 40% of product search.
• 80% of product search is in emarketplaces in China, you won’t be successful on China if you are on your own website
• In marketplaces you might lose control of your brand
• Chinese 45-60 days of payment delay, to confirm customer that they are happy
• You can use international schools in the UK to get multinational feedback on your products easily
• Utilize DIT trade experts, there are very detailed country specific information
• Brand building vs volume building
• Build vs borrow, people who use cloud or external solutions do better over time. You are good at one thing and you buy services around it. You should not build your software.
• Who dominates product search in your category, in target country? If google dominates it, branded website.
• UK most advanced ecommerce society in the world
• Opportunity vs complexity , research is the small execution piece, from strategy framework point of view, it is the most important
• Australia low friction market. Brazil and india problems with customs.
• China has largely bypassed offline department stores, that is one of the reasons ecommerce is leading retail, almost half of it.
• Chinese people do not trust their own products in some categories
• Rich population in Chinese is purchasing import products because they can
• Chinese customers are the 1st segment online to research food (trust issue)
• People want local content. Going to China is not a easy move.
• Customs change frequently. You want to have a single solution.
• Payment: Wechat and alipay, you need both.

Amazon – Expand in Europe with Pan-European FBA

• 250 million products in Amazon. 40% percent product search is in Amazon
• Two ways you can grow a business:
  • Sell more to existing customers
  • Sell to different set of customers, complexity curve.
• 34m UK amazon monthly unique visitors. 130m all 5 top EU markets.
• Create a listing in another country. Amazon can handle all the listings to be adapted to other countries, auto translate, price rules etc
• You only need to fulfill it. 3 services
  • EU fulfillment network, Amazon will deliver to german customer from UK Amazon warehouse
  • MCI: Multi channel inventory, you inbound to germany, fees are same as domestic.
  • Pan european FBA: Best of both worlds. Amazon will move our inventory closer to customers before they order for free. We just need to list products in these countries. VAT is a complexity in this selection. You need to be registered for VAT for each country.
• Use prime to avoid customer support in different languages as well. Because amazon is handling fulfilment.
• You can Enable export settings in your account. So US customers can purchase from your UK store etc
• Promotions, amazon deals, seller university
• Brexit: We don’t know. But Amazon will continue to invest to make it easier.

Bulldog Skincare – Building and developing a global brand

• Why am I gonna be different?
• Focus on values before marketing
• Internationalizing a brand
• Start your brand with a story
• Influencer marketing
• Do not divide to different country Instagram accounts. Audience will be smaller and it will bring in complexity
• Think carefully how you are going to launch
• Market leaders vs money makers

5 Key things to take away

• Software Updates
• Secure passwords
• 2 step authentication
• Password managers
• Backups

Secure Configuration

• Close accounts which are not used (email, login accounts)
• Remove software you don’t need
• Change all default admin passwords to a strong passwords (network switchers, routers etc)
• Disable auto run features (usb sticks etc)

Boundary Firewalls and Internet Gateways

• Needed on office devices
• Change default pass
• Prevent your network being exposed to the internet
• Authentication to access internal services from internet

Access Control

• Do ot work on admin account day to day
• Use strong admin pass
• Do you have a list of (and process for) people in your organisation with admin privileges?
• No users with same user and pass

Patch Management

• Correct licenses
• All software supported (No XP or server 2003)
• Set to update automatically
• Receiving security patches

Malware Protection

• Anti-virus on all computers – Yes, including Mac
• Set to update itself automatically
• Set to scan on access
• Warn you about malicious websites

Use a firewall to secure your Internet connection

• Protect your internet connection
• Creates a buffer zone
• Between your computers and the Internet
• Twı types of firewall – personal and boundary
• VPN is very secure on shared wifi connections
• If you have 2 factor authentication on anything, turn it on

Choose the most secure settings for your devices and software

• Default configuration can have everything on
• These settings can also provide cyber attackers with opportunities
• Check the settings of new software and devices
• Delete unused apps, remove irrelevant permissions
• Use passwords
• Consider using wipe iphone option after 10 wrong passwords (if you don’t have small kids at home)

Passwords

• Use password manager: Last pass – you can give people access for a few passwords without telling them the password
• One password, dashline, last pass
• Check if your password or email is compromised https://haveibeenpwned.com/

Control who has access to your data and services

• Minimise the potential damage that could be done if an account is misused or stolen
• Extra permissions should only be given to those who need them
• Check what privileges your accounts have
• Only use software from official sources

You can download the checklist from Cyber Essentials website

https://cyberessentials.org/downloads/index.html

Protect yourself from viruses and other malware

• Windows has defender, mac has Xprotect
• Make sure you use a web firewall as well
• Phones tablets laptops computers – keep them updated
• Both OS and installed apps or software
• Security updates needs to be installed within 14 days

Devices

• BYOD – Bring your own device
• MDM – Mobile device management (MDM) is an industry term for the administration of mobile devices, such as smartphones, tablet computers, laptops and desktop computers. MDM is usually implemented with the use of a third party product that has management features for particular vendors of mobile devices.

Cyber Attack Stats

• 54% of UK companies hit by cyber attack
• Avg cost of cyber attack 3-36k GBP
• 96% of companies not confident can protect themselves
• Most common attacks by fraudulent email, impersonation and ransonware
• 76% of UK adults don’t know what ransomware is
• Ransomware 58% of organisations hit paid ransom

Backup

• Backup is very important especially for ransomware
• https://www.backblaze.com/
• Check G suite drive backup options

5 Key things to take away

• Software Updates
• Secure passwords
• 2 step authentication
• Password managers
• Backups

AMAZON

Amazon PPC is growing massively

BURAK: Look into Pinterest shopping

https://business.pinterest.com/en-gb/shop-the-look-pins

If a prime user goes on to amazon 1 in 3 they buy something

Feedback and Review crucial

BURAK: Activate Amazon feedback programme

Barcodes:

https://www.gs1uk.org/

No point in doing ads if you don’t have the buybox

Buybox gets 85% of the sales

Reduce fulfilment costs with FBA Small and Light

https://services.amazon.co.uk/services/fulfilment-by-amazon/small-and-light.html

Variants are important

XML is more flexible than CSV as it does not get distorted by commas.

Optmyzr

https://www.optmyzr.com/shopping-campaign-tools

2 types of Amazon PPC ads

Automatic ads – after it has been running keywords reveal

BURAK: 13 FEB Amazon seminar Anicca – send email to Ann

https://www.eventbrite.co.uk/e/anicca-client-briefing-13th-feb-2019-tickets-54280627819

Feed optimize – Sync inventory with marketplaces

https://www.feedoptimise.com/plans-and-pricing

You can not put in leaflets and such but if the product itself has your brand name on it, you might have your website on there

BURAK: To check.

https://chrome.google.com/webstore/detail/the-camelizer/ghnomdcacenbmilgjigehppbamfndblo?hl=en

Success on Amazon

The leading All-in-One software dedicated to helping you succeed on Amazon. Increase organic traffic, automate PPC campaigns, track profits, and much more.

https://sellics.com/

EBAY

You can convert personal ebay account to corporate account and inherit the stars

You can list the same product under different title to test which one is working better

TERAPEAK SHOWS YOU WHAT TO SELL ONLINE.

Ebay acquired Terapeak

https://www.terapeak.co.uk/

WEBSITE

85% of the traffic for first year needs to be paid for on your own website

Think websites can be disposable. You can build a completely new website, you can upgrade it.

70% of agency revenue goes to staff wages. It is difficult to find people that know what they are doing.

Users are familiar with very good experience. They expect it from small businesses as well.

Used modules

https://builtwith.com/books2door.com

Privacy & Cookie Policy Generator – for Websites and Apps | iubenda

https://www.iubenda.com/en/

AFFILIATE

https://www.quidco.com/search/?search=books

Your product page needs to be very good if you are utilizing Google shopping ads. They land on product pages.