B2С Start-ups: development
and promotion - what you
need to know to successfully
launch your website
July 31st, 2014 – onl...
About Promodo
Speaker
Lena Ruchko
Promodo
GA certified individual and enthusiastic
online marketer, who possesses
experience in SEO, con...
Speaker
Iryna Avrutova
Svitla Systems
Business Development Manager at
Svitla Systems, web and mobile
development company. ...
B2B B2C
No business understanding
Validate faster
Building features nobody wants
Technical phases of B2C startup:
Requirements Study
Design
Architecture
Coding
Testing
Debugging
Maintenance
E-commerce
Healthcare
Big Data
email: iavrutova@svitla.com
skype: iryna.avrutova
Promo code: Promodo B2C
Iryna Avrutova,
Business Development Manager
Effective marketing strategies for B2C
startups step by step
Effective marketing strategies for B2C
startups step by step
Start your business promotion with
PPC
 Immediate results
 Controllable
 Scalable
Step #1
Effective marketing strategie...
Begin SEO campaign
 Long-term ROI, long-lasting results
 You can affect organic, media and shopping results
 Much highe...
Effective marketing strategies for B2C
startups step by step
2 Stages of SEO Campaign
Link-building
campaign
SEO audit
of ...
Effective marketing strategies for B2C
startups step by step
SEO audit of the site
 Keyword research
 Site structure opt...
Effective marketing strategies for B2C
startups step by step
Link building campaign
 Directory listing
The Top 20 Places ...
Effective marketing strategies for B2C
startups step by step
Link building campaign
 Useful links/resource pages on the n...
Effective marketing strategies for B2C
startups step by step
Step #3 Content marketing
Start running blog on your site
Req...
How to create a perfect post on social platform
Effective marketing strategies for B2C
startups step by step
A necessary element — blog posts promotion and broadcasting v...
Introducing the Content Promotion Ecosystem
Effective marketing strategies for B2C
startups step by step
Step #4 Customer retention
Email marketing Remarketing
Winning PPC tactics
Winning PPC tactics
 Advertising in Google paid search results
 Remarketing
 Product listing ads
Ideally, 3 components:
Winning PPC tactics
Advertising in Google paid search results
Winning PPC tactics
Remarketing
Winning PPC tactics
Product listing ads
Winning PPC tactics
1. Select several products and run a test advertisement to
identify the parameters of your the best co...
Winning PPC tactics
2. When you know your audience, select
your the most competitive or popular
products/service and launc...
Winning PPC tactics
More ad impressions Depends only on budget and bid rate
More clicks on the ad Use target keyword in th...
Winning PPC tactics
Remarketing
Allows you to reach people who have previously visited your site, and show
them relevant a...
Use remarketing from the very beginning of your promotion campaign
1. Set up remarketing in Google AdWords account
2. Past...
Winning PPC tactics
Product listing ads (PLA)
Benefits:
 More cost-effective in comparison with
standard ads in the searc...
Winning PPC tactics
Product listing ads (PLA)
To get maximum effectiveness from PLA:
 Provide the maximum information abo...
Winning PPC tactics
Facebook advertising
 Work well for not all niches
 The most effective for not expensive products, w...
Must-know things about SEO in 2014
Must-know things about SEO in 2014
Google Updates
Google Panda Update (launched in 2011)
Targeted low quality content, “thin” sites
Penalized sites for:
• Duplicate , “scra...
Must-know things about SEO in 2014
Google Penguin Update (launched in May 2012)
Targeted low quality links
Penalized sites...
Must-know things about SEO in 2014
Aggressive anchor examples
Must-know things about SEO in 2014
Google Hummingbird Update (launched in
September 2013)
Aimed to improve semantic search...
Must-know things about SEO in 2014
How to avoid being hit by Google:
• Create high-quality content
• Think about topic rat...
Must-know things about SEO in 2014
Actions against guest blogging sites
• Avoid being published on low-quality sites
• Be ...
Must-know things about SEO in 2014
Google updates link schemes guideline, and press
releases are under the threat
• Do not...
Must-know things about SEO in 2014
Risky practices
Must-know things about SEO in 2014
Risky practices
Must-know things about SEO in 2014
Risky practices
Must-know things about SEO in 2014
How to succeed in SEO in 2014
The Periodic Table Explained & A Quickstart Guide To SEO
Must-know things about SEO in 2014
Search engine ranking factors
Google’s 200 Ranking Factors (Infographic)
Moz’s study of...
Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick ...
Thank you for your attention!
Lena Ruchko
Marketing assistant
at Promodo
e-mail: e.ruchko@promodo.com
Skype: ruchko_lena
I...
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Please follow
B2С Start-ups: development and promotion - what you need to know to successfully launch your website
B2С Start-ups: development and promotion - what you need to know to successfully launch your website
B2С Start-ups: development and promotion - what you need to know to successfully launch your website
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B2С Start-ups: development and promotion - what you need to know to successfully launch your website

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The session will walk you through all the steps required to start up your B2C business starting from consulting on the stage of website development and ending up with best tactics of promotion of your project online.

Most common issues owners run into at the stage of site creation
How those issues can be handled
Case studies and advice
Effective marketing strategies for B2C startups step by step
Winning PPC tactics
Must-know things about SEO in 2014

Published in: Marketing
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  • B2С Start-ups: development and promotion - what you need to know to successfully launch your website

    1. 1. B2С Start-ups: development and promotion - what you need to know to successfully launch your website July 31st, 2014 – online marketing session for B2C business owners
    2. 2. About Promodo
    3. 3. Speaker Lena Ruchko Promodo GA certified individual and enthusiastic online marketer, who possesses experience in SEO, content marketing and social media. She is passionate about everything connected with internet marketing and thinks it is a key element of company’s success these days.
    4. 4. Speaker Iryna Avrutova Svitla Systems Business Development Manager at Svitla Systems, web and mobile development company. She has 3+ years of experience in IT industry, helping the clients to find the best solutions to their problems and establish a productive teams. Iryna holds Ph.D. on engineering sciences from Kyiv Polytechnic University.
    5. 5. B2B B2C
    6. 6. No business understanding
    7. 7. Validate faster
    8. 8. Building features nobody wants
    9. 9. Technical phases of B2C startup: Requirements Study Design Architecture Coding Testing Debugging Maintenance
    10. 10. E-commerce
    11. 11. Healthcare
    12. 12. Big Data
    13. 13. email: iavrutova@svitla.com skype: iryna.avrutova Promo code: Promodo B2C Iryna Avrutova, Business Development Manager
    14. 14. Effective marketing strategies for B2C startups step by step
    15. 15. Effective marketing strategies for B2C startups step by step
    16. 16. Start your business promotion with PPC  Immediate results  Controllable  Scalable Step #1 Effective marketing strategies for B2C startups step by step
    17. 17. Begin SEO campaign  Long-term ROI, long-lasting results  You can affect organic, media and shopping results  Much higher brand exposure in the search results Step #2 Effective marketing strategies for B2C startups step by step
    18. 18. Effective marketing strategies for B2C startups step by step 2 Stages of SEO Campaign Link-building campaign SEO audit of the site
    19. 19. Effective marketing strategies for B2C startups step by step SEO audit of the site  Keyword research  Site structure optimization  Page URL optimization  Technical audit (site indexation, duplicates issue)  Site content optimization  Internal linking optimization  Outbound links moderation  Backlinks audit DIY small business SEO checklist
    20. 20. Effective marketing strategies for B2C startups step by step Link building campaign  Directory listing The Top 20 Places Your Business Needs to Be Listed Online  Product reviews for free stuff  Pitching to journalists (niche online sources, HARO, ResponseSource)  Partnerships and referral links from companies (related, but not competing, complementing products )  Content marketing (infographics, interviews, podcasts, review videos, free educational or helpful materials, round-ups, guest publications)  Participation in niche forums (listening to conversations, contributing valuable information).
    21. 21. Effective marketing strategies for B2C startups step by step Link building campaign  Useful links/resource pages on the niche authoritative sites (search query: intitle:KEYWORD inurl:”links” OR “resources”)  Broken links opportunities Screaming Frog SEO Spider , Xenu Link Sleuth  Competitive analysis Ahrefs Site Explorer & Backlink Checker, Majestic SEO : Backlink Checker & Site Explorer  Event support /sponsorship/participation  Run giveaways, deals, give coupons Top 15 Most Popular Coupon Websites | July 2014  Smart internal linking Open Site Explorer
    22. 22. Effective marketing strategies for B2C startups step by step Step #3 Content marketing Start running blog on your site Requirements:  Regular updating with quality, unique content (3-6 posts per month);  Minimum post length - 800 words;  Google+ authorship Benefits:  A lot of fresh and relevant content for the site  Site is ranked for a wide selection of long- tail queries, organic traffic growth  Time on site increase  Customer education (one of the stages in the sales cycle)  Ability to become an expert in the niche
    23. 23. How to create a perfect post on social platform
    24. 24. Effective marketing strategies for B2C startups step by step A necessary element — blog posts promotion and broadcasting via other channels  Brand’s and personal social media accounts  Content recommendation sites  Niche social networks and communities  Paid content promotion  Bloggers and niche influencers
    25. 25. Introducing the Content Promotion Ecosystem
    26. 26. Effective marketing strategies for B2C startups step by step Step #4 Customer retention Email marketing Remarketing
    27. 27. Winning PPC tactics
    28. 28. Winning PPC tactics  Advertising in Google paid search results  Remarketing  Product listing ads Ideally, 3 components:
    29. 29. Winning PPC tactics Advertising in Google paid search results
    30. 30. Winning PPC tactics Remarketing
    31. 31. Winning PPC tactics Product listing ads
    32. 32. Winning PPC tactics 1. Select several products and run a test advertisement to identify the parameters of your the best converting audience: • region • device • age • etc. Advertising in Google paid search results
    33. 33. Winning PPC tactics 2. When you know your audience, select your the most competitive or popular products/service and launch ads in Google paid search. • Target long-tail keywords (3-word phrases, for example) • In the ad text display prominently your competitive advantages • Use your the most converting audience characteristics to adjust the settings of when the ad should be displayed Advertising in Google paid search results
    34. 34. Winning PPC tactics More ad impressions Depends only on budget and bid rate More clicks on the ad Use target keyword in the beginning of ad banner text and in landing page content Higher conversion rate Adjust the time, days of the week, regions, devices and other characteristics of the cases when the ad banner is shown Advertising in Google paid search results
    35. 35. Winning PPC tactics Remarketing Allows you to reach people who have previously visited your site, and show them relevant ads when they visit other sites, checking emails or search on Google. Potential customer visits your website, but doesn’t complete any action and leaves When this person visits other sites you show them your ad to remind about your offer Potential customer clicks your ad and returns to your site
    36. 36. Use remarketing from the very beginning of your promotion campaign 1. Set up remarketing in Google AdWords account 2. Paste remarketing tag in the site page code Winning PPC tactics How to fuel your brand with banner ads and remarketing
    37. 37. Winning PPC tactics Product listing ads (PLA) Benefits:  More cost-effective in comparison with standard ads in the search results  Higher CTR (click-through rate) because such ads feature product images  Google automatically selects what product from your assortment matches the best a certain search query  Better brand exposure in the search results
    38. 38. Winning PPC tactics Product listing ads (PLA) To get maximum effectiveness from PLA:  Provide the maximum information about your products  Make sure each product has a valid image, if the image is absent the product will not be shown in the ad  Vary bid rates for different product categories depending on product price, popularity, conversion rate
    39. 39. Winning PPC tactics Facebook advertising  Work well for not all niches  The most effective for not expensive products, which could be bought spontaneously  Perspective advertising channel (Facebook tests buy button)  Very powerful targeting options  Allows to create custom audience base on your email contacts database How to Generate Facebook Leads on a Shoestring Budget
    40. 40. Must-know things about SEO in 2014
    41. 41. Must-know things about SEO in 2014 Google Updates
    42. 42. Google Panda Update (launched in 2011) Targeted low quality content, “thin” sites Penalized sites for: • Duplicate , “scraped” content on the site • Keyword stuffing in the content Google continues releasing Panda updates (over 25 to date). The last one was in May of 2014 Panda 4.0. Solution: unique quality content, keywords in the text should appear naturally Must-know things about SEO in 2014
    43. 43. Must-know things about SEO in 2014 Google Penguin Update (launched in May 2012) Targeted low quality links Penalized sites for: • Backlinks from low-quality sites • Links with aggressive anchors • Unnatural links Google recommendations: focusing on creating high quality sites that create a good user experience. More of Google recommendations on quality sites.
    44. 44. Must-know things about SEO in 2014 Aggressive anchor examples
    45. 45. Must-know things about SEO in 2014 Google Hummingbird Update (launched in September 2013) Aimed to improve semantic search for masses • Changes in the search results • Google is now able to understand well conversational queries and match content based on synonyms Solution: high-quality content creation
    46. 46. Must-know things about SEO in 2014 How to avoid being hit by Google: • Create high-quality content • Think about topic rather than certain keywords when creating content. • Search for high-quality partners for linking. Make sure the link is placed in a context; it is relevant and leads to trustworthy site. • Audit link profile and remove bad links with Google disavow tool.
    47. 47. Must-know things about SEO in 2014 Actions against guest blogging sites • Avoid being published on low-quality sites • Be careful with outbound dofollow links from your site • Choose only authoritative sites for publishing posts, avoid “guest author” label Measures:
    48. 48. Must-know things about SEO in 2014 Google updates link schemes guideline, and press releases are under the threat • Do not use press releases as a method of link building • Avoid keyword stuffing • Publish on authoritative PR sites and only if you have something new to tell the audience Measures:
    49. 49. Must-know things about SEO in 2014 Risky practices
    50. 50. Must-know things about SEO in 2014 Risky practices
    51. 51. Must-know things about SEO in 2014 Risky practices
    52. 52. Must-know things about SEO in 2014 How to succeed in SEO in 2014 The Periodic Table Explained & A Quickstart Guide To SEO
    53. 53. Must-know things about SEO in 2014 Search engine ranking factors Google’s 200 Ranking Factors (Infographic) Moz’s study of search engine ranking factors There are over 200 Google’s ranking factors, here are some of them: Domain factors: • Domain age • Keyword appears in top level domain • Keyword as first word in domain Page-level factors: • Keyword in title tag • Title tag starts with keyword • Keyword appears in H1 tag Backlink factors: • Linking domain age • # of linking root domains • # of links from separate C-class IPs
    54. 54. Free online marketing audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; - Quick SEO audit and review of existing analytics; - Audit of PPC campaigns; - Technical audit; - Best practices of conversion rate optimization; - General online marketing strategy insights. Free online marketing audit
    55. 55. Thank you for your attention! Lena Ruchko Marketing assistant at Promodo e-mail: e.ruchko@promodo.com Skype: ruchko_lena Iryna Avrutova Business Development at Svitla e-mail: iavrutova@svitla.com Skype: iryna.avrutova
    56. 56. Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo Please follow
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