This slides go with a class I taught in Feb 2014 on how to market your ecommerce website. It covers eight basic strategies for researching demand online, finding the right outlets to promote your site, and how to avoid common SEO mistakes. Questions? Comments?
Contact me at http://www.willward1.com
4. About This Class:
• This is a test
• We don’t want just any traffic. We want more
customers and clients
• This will focus on “free” strategies and tactics
• With free strategies you are paying with your
time and effort
• Not every technique will be right for you; need
to pick and choose for your niche
6. All “Hits” Are Not Created Equal
Value To Owner Of A Fly Fishing
Website
160
140
120
100
80
60
40
20
0
Having a Random
Fly
Signup
Fly
Fly
Website Internet Fishing to List Fishing Fishing
Surfer
Fan
Buyer Buyer
Last 30
7. “8 Strategies To Re-Route Traffic From The
Information Superhighway To Your Tiny Website”
Your
Site!
8. 1. The Art of War Strategy
“If you know the
enemy and know
yourself, you need
not fear the result of
a hundred
battles…”
9. •
An ultra-specific target Market will
get the right people to your site.
• Use 2 qualifiers to drill down. Eg:
• Communications consultant
vs
• Foreign Entrepreneur pitch
coach
Actions:
• Write Out “I sell X to Y who are
Z…”
• Brainstorm 2-4 specific websites
where these people hang out
10. 2. The Hamburger Stand Strategy
•
What is the #1 advantage
you want in running a
hamburger stand?
• A Starving Crowd!
• Action: Use Google
Keyword Planner to
create a target keyword
list for your site
Resource: My video tutorial
on Keyword Planner
11. 3. The David Letterman Strategy
•
•
Publish a “Top 10 List” of Articles
about the most important problems
and topics of your market
Google scans your whole site to see
what it’s about “relevance”
Resources:
•
Your keyword list from #2
•
Amazon: Search TOCs
•
Google Discussions Search
Action: Create a 10-article “Table of
Contents” for your site
12. 4. The Sniper Rifle Strategy
•
Part 1: Write the Ultimate
Guide about one painful
problem. Eg.
•
•
•
TEHQ
SYD
Part 2: Make that site as FAST
as possible
Action: Test your site on Google
PageSpeed Insights and
implement recommendations
13. 5. The Don Corleone Strategy
•
Make an irresistible
offer
• A buyer is 100x
more valuable than
a “hit” to your
website
Action: Add a “buy
now” button to your
site using Paypal
14. 5. How to make your offer less
refusable
• You give me $, I’ll give
you X
• Bonus / Free extras
• Guarantee / Risk
Reversal
• Call to Action “Here’s
exactly what to do
next…”
15. 6. The Talk Radio Strategy
•
•
•
Collect email addresses on your site and
send frequent updates (with permission!)
Opinion / thought leadership works best for
consultants, professional service providers
Groupon-style (targeted, short term offers)
works if you are selling consumer products
and services
Action: Set up MailChimp and
start collecting email addresses
on your site
16. 7. The Oprah Winfrey Strategy
•
Find the Oprah Winfreys in
your niche and get on their
site (with a link back to
you)
• Guest posting (with high
quality sites)
• Involved in Community
Action: Search Xmarks.com to
find high-influence sites in
your niche
17. 8. The Warren Buffett Strategy
“Rule No.1:
Never lose
Money. Rule
No. 2: Never
forget rule No.
1.”
18. Rule #1 of Promoting Your Site:
Don’t Spam Google.
•
•
•
Article “spinning”
Mass link building
Anchor text
manipulation
• Be VERY wary of
outsourcing SEO and
marketing
• Link networks
Action: Subscribe to Matt
19. Other (Free) Resources
• SEO Toolbar for Google Chrome
• Will’s Copywriting Crash Course
• Mixergy (In-Depth Interviews with
successful online entrepreneurs)
• Ben Settle’s list on email marketing
• Quicksprout site diagnoser (and awesome
blog)
