Online marketing for eCommerce
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Online marketing for eCommerce
- 1. Online marketing for eCommerce by LumoLink
- 2. Disclaimer This presentation was used in a talk given to a live audience. These slides only contain the gist of information (most was conveyed via speech). You might still find these slides helpful and thus they have been made available online.
- 4. Founded in July 2010 Based in Oulu Team of 6 Background in web development and online marketing
- 5. We help businesses succeed online
- 6. In order to implement strategies in this talk we’ll need Access to website (FTP) Not always possible Access to eCommerce admin panel Facebook account Google account
- 7. Trends
- 8. Push vs Pull
- 11. Coolhaus
- 12. Part 1 Online marketing strategy
- 13. Marketing strategy Engagement Focus Value Content Frequency
- 14. Ideal customer Which customers help you maximize value that both parties receive? What do you know about them? Age Income Education Hobbies Location etc... Do they have a problem you can solve? Do they know about it? How did they solve it before? Where do they get their info? Who do they trust online?
- 15. Example Business located in Finland Looking to outsource entire product development Marketing Development Turnover over 1mil euro Aiming to be international Understands value of online marketing
- 16. Who is your ideal customer?
- 17. Services Content Products Your website (Value) (Monetization) Conversion
- 18. Creating content What will your audience find valuable? What are they used to? PowerPoints, PDF, Blogs, images etc What are the right channels for promoting your content? What can you create to show off your competitive advantage, skill etc?
- 19. Consider doing some of the following Start a podcast Compare your products to competitors Write guest blog posts Release an eBook for free Post video reviews of your products Start a newsletter Give free samples / consultations Have a contest Start a blog Be a content curator
- 21. What kind of content you produce?
- 22. Frequency How often will you publish content? What kind of internal limitations do you have (resources)? What frequency is your audience used to? What pace can you maintain over long period of time? Remember to leave room for engagement! Don’t dilute content quality for the sake of frequency
- 23. Our frequency Daily Twitter & Facebook & LinkedIn Small updates Weekly Newsletter & Blog Valuable substantial content Monthly Podcast Yearly Conference
- 24. Communication channel How will you communicate with your audience? Via what channel? How will you incorporate customer’s voice into your marketing and even business? How do you measure it? What is correct metric for you? What media will you use (video, audio, text, images)? Actively listen
- 25. Blogs Social networks Direct traffic Other websites Search engines Your website Your website is your content hub
- 26. What channels have you chosen for communication?
- 27. Part 2 Search engine optimization
- 28. What is HTML?
- 29. <!doctype html> <html> <head> <title>HELLO HTML!</title> </head> <body> <h1>Header</h1> <p>Hello World!</p> <img src=”kuva.jpg” /> </body> </html>
- 30. How do search engines work?
- 38. Good eCommerce platform Is optimized for search engines Allows you to modify template easily Allows you to extend functionality via plugins Allows you to integrate social plugins (Facebook etc)
- 39. Which platform do you use?
- 40. Pagerank Site Site K Site Y X Your site Site Z
- 41. Play by the rules Search engine can ban you for misbehavior
- 43. <title> GOOD: Nokia N8 älypuhelin HD kameralla - Nettikauppa BAD: Etusivu
- 44. <meta name=”description”> GOOD: LinkedIn For Dummies: Joel Elad: Books BAD: Nothing
- 45. URL GOOD: www.something.fi/kauppa/dvd/piiretty/futurama BAD: www.something.fi/index.php?section=23&id=23
- 46. Navigation AVOID: Flash, Images and bad anchor text
- 47. Anchor text GOOD: <a href=”/kamerat/Canon-D50”>Canon D50</a> BAD: <a href=”/kamerat/Canon-D50”>Klikka tätä</a>
- 48. Heading tags GOOD: <h1>Järjestelmäkamerat - Canon</h1> BAD: Long text or missing altogether
- 49. Pagerank distribution Homepage Category X Product X Product Z
- 50. 404 GOOD: Page that stands out as error page, has important links (search, sitemap etc) and sends 404 status BAD: Page that looks like a regular page and doesn’t send 404 status
- 51. Images GOOD: <img src=”canon-d50.jpg” alt=”Canon D50 järjestelmäkamera” /> BAD: <img src=”kuva.jpg” />
- 52. rel=”nofollow” GOOD: Use it when you exchange links, post user generated links and link to sites you don’t trust BAD: Not using rel=”nofollow” More info
- 53. Duplication GOOD: Every page should have a unique title, meta description and H1 BAD: Duplicate tags across pages
- 54. Canonical Allows you to set preferred version of URL <link rel="canonical" href="http://www.example.com/category/product" /> More info
- 55. RSS It’s good for search engines and your visitors More info
- 56. Sitemap List of all pages on your site easily readable by search engines More info
- 58. Google places Free Coupons Contact information Appears in local search Shows in Google Maps
- 59. Link directories Dmoz Yahoo Kaupat.com WebInfo International ones
- 60. Link building Try to get backlinks from related and respected websites in your industry Very important to search engines
- 61. Speed The faster your site the better Google likes speed Measure it Hosting and platform affect speed the most
- 62. Part 3 Paid advertising opportunities
- 63. AdWords
- 64. AdWords
- 65. Facebook paid advertising Pay per 1000 impressions Pay per click
- 68. Ostokset.fi 10€ monthly fee 0,011€ per product (max 20€) 0,004€ per page view (max 20€)
- 69. Fruugo No fixed fees Commission free
- 70. Hintaseuranta.fi Pricing varies Popular amongst tech products
- 71. Part 4 Facebook
- 73. Landing tab
- 74. Post content via RSS Disclaimer: Hand created posts are way better thou
- 75. Facebook fan page Updates Multimedia rocks!
- 76. Integrating Facebook on your site Pshhh: Vercco could add “Like” and “Like us on Facebook” widgets to front page :)
- 77. How to get fans Hold a contest Integrate Facebook on your site Promote your page using Facebook ads Ask current customers to join you on Facebook Offer discounts to Facebook users only Suggest your page to your friends Display URL in offline marketing material
- 78. How to calculate ROI for Facebook fans?
- 79. Part 5 Gather large opt-in mailing list
- 80. Newsletters are not dead Send valuable information to your customers Send latest user stories and testimonials You do collect testimonials, right? Inform about upcoming products Send out product reviews Ask customers to send feedback
- 81. Easy to get started Free for 3000 emails per month Supports RSS driven campaigns Easy to use Supports Google Analytics Supports social media integration MailChimp
- 82. Part 6 Analyze analyze analyze analyze analyze...
- 83. Facebook statistics (Fan page)
- 84. Facebook statistics (Fan page)
- 86. Google webmaster tools Should reflect keywords you want to rank for
- 92. Google Analytics
- 93. Google Analytics - Email
- 94. Google Analytics - Goals
- 98. Woorank
- 99. Google Web Optimizer Tutorial on how to use Google Web Optimizer
- 100. UserFly
- 101. Woopra
- 102. Part 7 Make it a habit
- 103. Morning routine 1 Post on social networks and connect with people 2 Create content 3 Get backlinks (links to your site from other sites)
- 105. Additional resources Google Webmaster Forum Search Engine Land Woorank Website grader Social mention Google AdPlanner Google search based keyword tool Google keyword tool
- 106. Thank you! Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed www.lumolink.com