By Tracy Mu Sung
On Monday this week I presented at a joint initiative between Australia Post and Google to try and help more small businesses get online. This is a priority for Australia Post because traditional mail is in decline and a huge proportion of their business is in delivering purchases from online retail.
As a search marketer, I was representing the ‘Google’ side of the presentation, and covered topics around how to increase your sales through search marketing. My presentation included;
- What is search marketing?
- Customer Journey
- Your Business on Adwords; and
- Why Work with an Agency? (Call me and I’ll tell you!)
Australia Post discussed all the products they have available to both a) help businesses get online and b) make purchase deliveries easier. For example
- Their simple content management system for online retailers called “MyShopInABox”. Uniquely, for a CMS, you can pick up a copy at your local Post Office!
- SecurePay – the Government backed online payment system bought by Australia Post
- Click and Send – easy way to create the documentation you need for sending parcels to your customers, as well as an easy way to organise and pay for deliveries
- Reply Paid Returns – a way of increasing customer confidence is to allow them to return goods to you free of charge. Online retailer StyleTread uses this to excellent advantage.
- Local business hubs – Post offices dedicated to helping their business customers
- They also covered a bit about direct marketing, and their ‘lifestyle’ survey of householders.
I think you would be surprised at what Australia Post now offer, so if you are an Australian business, I would recommend getting on to their website and checking it out.
One of the most interesting topics, for many online retailers in Australia, is the hot topic of free shipping, which Australia Post was well placed to discuss. I think this deserves its own post, so I will cover that separately.