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Holiday Prep: Real eCommerce Stories

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The holiday rush for online sales is within sight. Are you ready? …

The holiday rush for online sales is within sight. Are you ready?

Come hear from three savvy search marketers who have done their holiday homework!

Join Trada for this free webinar and learn how to get the best ROI during the most critical eight-week selling period of the entire year. Learn about tried and true programs, new spins and new ideas to engage your customers to keep them coming back for more this holiday season.

You'll walk away from this webinar with a plan to have the most profitable holiday season ever!

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • In our last episode, we focused on the nuts and bolts of building out your holiday prep for paid search and SEO optimization.
  • For this webinar, we will be talking about a few of my favorite things …. Jewlery, Clothing and Accessories!
  • Tis the season to be planning. Traditionally marked as the top revenue opportunity of the year, the holiday months present an optimal time for marketers to ramp up their initiatives and engage with consumers. During these last months of the year, purchasing behavior changes as consumer become more willing to spend in a variety of categories. The challenge for marketers is to break through the noise and competing holiday offers to get a bigger share of consumer wallets.
  • Baselines Open Frequency List changes – added and lost
  • Speed is a critical factor during this season.
  • July. If you have not started, it’s not too late.August. Work with merchandising and suppliers to prepare for expected and unexpected successful products.September. Testing time. If you are just getting started, you can test in October.October. Buttoning up. Make certain you have site changes, feature products, graphics and shipping nailed down.November. Ready … set…. Add holiday ads, design elements, as specfic emails as you can do. Holiday specific categories (for dad, mom, wish lists, what they bought for whom last year.December. From the first day of December through to the belated buyers for forgotten relatives … keeping your eye on the ball can work to optimize your paid search efforts.
  • July. If you have not started, it’s not too late.August. Work with merchandising and suppliers to prepare for expected and unexpected successful products.September. Testing time. If you are just getting started, you can test in October.October. Buttoning up. Make certain you have site changes, feature products, graphics and shipping nailed down.November. Ready … set…. Add holiday ads, design elements, as specfic emails as you can do. Holiday specific categories (for dad, mom, wish lists, what they bought for whom last year.December. From the first day of December through to the belated buyers for forgotten relatives … keeping your eye on the ball can work to optimize your paid search efforts.
  • July. If you have not started, it’s not too late.August. Work with merchandising and suppliers to prepare for expected and unexpected successful products.September. Testing time. If you are just getting started, you can test in October.October. Buttoning up. Make certain you have site changes, feature products, graphics and shipping nailed down.November. Ready … set…. Add holiday ads, design elements, as specfic emails as you can do. Holiday specific categories (for dad, mom, wish lists, what they bought for whom last year.December. From the first day of December through to the belated buyers for forgotten relatives … keeping your eye on the ball can work to optimize your paid search efforts.
  • July. If you have not started, it’s not too late.August. Work with merchandising and suppliers to prepare for expected and unexpected successful products.September. Testing time. If you are just getting started, you can test in October.October. Buttoning up. Make certain you have site changes, feature products, graphics and shipping nailed down.November. Ready … set…. Add holiday ads, design elements, as specfic emails as you can do. Holiday specific categories (for dad, mom, wish lists, what they bought for whom last year.December. From the first day of December through to the belated buyers for forgotten relatives … keeping your eye on the ball can work to optimize your paid search efforts.
  • July. If you have not started, it’s not too late.August. Work with merchandising and suppliers to prepare for expected and unexpected successful products.September. Testing time. If you are just getting started, you can test in October.October. Buttoning up. Make certain you have site changes, feature products, graphics and shipping nailed down.November. Ready … set…. Add holiday ads, design elements, as specfic emails as you can do. Holiday specific categories (for dad, mom, wish lists, what they bought for whom last year.December. From the first day of December through to the belated buyers for forgotten relatives … keeping your eye on the ball can work to optimize your paid search efforts.
  • Much of this content’s details were covered in the last webinar, we just want to highlight segmenting markets, social, positioning and mobile checklist items.
  • Transcript

    • 1. Holiday Prep: Real eCommerce Stories
      #EcommerceHolidayPrep
      Trada.com
    • 2. Last Time - Holiday Prep: PPC and SEO
      • Optimizing Your PPC and SEO
      • 3. Competitive Research
      • 4. Predict Click Prices for Budget and Lead Time
      • 5. Product and Pricing Competitive Research
      • 6. Build Your Holiday Strategy
      • 7. Target Product Categories
      • 8. Ad Group Architecture
      • 9. Testing Ad Copy
      • 10. Landing Pages
      • 11. SEO Optimize Landing Pages
      • 12. Call to Action
      • 13. Update Description Tags
      • 14. Include SKUs, model numbers and UPCs
      • 15. Use Heatmap Tool
    • A Few of My Favorite Things …
      Jewelry
      Clothes
      Accessories
    • 16. Holiday Planning
      The Trends
    • 17. POLL
      Do you have a 2011 holiday paid search plan?
    • Seasonal Marketing Tips
      • Early Marketers Gets the Revenue
      • 19. Testing Makes Perfect
      • 20. Responsive Support Makes Sales
      • 21. Use or Compete with Free Shipping (Watch Your Margins!)
      • 22. All Days Are Not Created Equal
      • 23. More than just BLACK FRIDAY
      • 24. Don’t Forget Social and Mobile
    • Holiday Online Buyers are Buying More
      • Traffic continues to trend up
      • 25. Conversion rebounded in ‘10
      • 26. Marketers getting better ROI
      • 27. 12.3% improved exact match
      • 28. Decreasing Branded CPC
      • 29. -34% in 2009
      • 30. -29% in 2010
      iCrossing Holiday Retail Analysis, December, 2010
    • 31. Top 10 Online Spending Days
      • 2010 Holiday Season
      • 32. Revenue: $32.6B
      • 33. “Cyber Monday” $1B Day
      • 34. Free Shipping Day
      • 35. Shoppers 212 million from 195 million.
    • Black Friday – Cyber Monday
      • Consumers expect deals.
      • 36. Be Prepared for Volume.
      • 37. Test Early in the Season.
      • 38. Optimize for Black Friday.
      • 39. Leverage Other Key Days.
      • 40. How to compete?
      • 41. Leverage community events
      • 42. Extend hours to match holiday traffic
      • 43. Offer more personalized service
      • 44. Focus on quality over quantity.
    • Pre-Plan
      July and August
      (or September)
    • 45. What Have You Done?
      • Start with Last Year’s Results
      • 46. What did you do and what worked?
      • 47. What did others do that seemed to work better?
      • 48. Look at Competitor Efforts
      • 49. Products and Inventory
      • 50. Identify feature products
      • 51. Ensure available inventory
      • 52. Evaluate
      • 53. Click throughs
      • 54. Conversions by messages
      • 55. Integrate
      • 56. Email campaigns
      • 57. with other online marketing efforts
      • 58. Create a Baseline
      • 59. Where to start this year's holiday paid search planning!
    • Cost-effective Conversion – Optimize!
      • Consumer Segmentation
      • 60. Relevant messages
      • 61. Design for buyer interest
      • 62. Integrate
      • 63. Keywords + paid search + landing pages
      • 64. Email + direct mail
      • 65. Site + SEO + social + mobile
      • 66. Crowded paid search
      • 67. competitive message
      • 68. CPC price
      • 69. Plan Design Tests Now
      • 70. Review design and functionality
      • 71. mobile, web & desktop
      • 72. Iterate – Iterate – Iterate!
    • Holiday Planning Schedule
      July
      • Build strategy and timelines
      • 73. Research holiday keywords
      • 74. Create budget
      • 75. Create site design wish list
      • 76. Research industry buying trends
      August
      • Define holiday promotions
      • 77. Identify feature products
      • 78. Start design projects
      • 79. Optimize keywords in site content
      • 80. Begin general PPC advertising
    • POLL
      Which buyer motivators are you planning to use (check all that apply)
    • “Which of the following offers have caused you to purchase online?”
      Source: BizRate and Shop.org Holiday Mood Study
    • 88. Holiday Planning
      Nuts and Bolts
    • 89. Holiday Planning Schedule
      September
      • Test ad copy / keywords
      • 90. Try out promotion ideas
      • 91. Ensure supplier inventory levels
      • 92. Consider using live chat
      • 93. Revisit your customer return policy
    • Holiday Planning Schedule
      October
      • Finish site and landing page updates
      • 94. Move feature products to home page
      • 95. Remind customers of Black Friday
      • 96. Acquire seasonal design graphics
      • 97. Work with shipping provider on rates
    • Holiday Planning Schedule
      November
      • Organize campaigns to easily respond to competitive and price pressures
      • 98. Implement keyword bid strategy
      • 99. Add holiday ads to PPC campaigns
      • 100. Use holiday design elements on site and in marketing materials
      • 101. Send dedicated holiday campaigns
      • 102. Market to specific customer segments
    • Holiday Planning Schedule
      December
      • Optimize keywords and bid prices
      • 103. Refine ad copy based on inventories
      • 104. Send reminder promotional emails
      • 105. Track last day for guaranteed delivery
      • 106. SELL, SELL, SELL!
    • Paid Search Checklist
      • Segment Your Customers and Offers (dads, moms, gamers, etc.)
      • 107. Plan Your Online Marketing
      • 108. Products Identified for Promotions and Features
      • 109. Competitor Review for Product, Position and Pricing Analysis
      • 110. Keyword Discovery and Bid Strategy for Relevance and Volume
      • 111. Ads Should Leverage Both Search and Display to Maximize Exposure
      • 112. Landing Page Design are Vital to Successful ROI
      • 113. Social-sharing Initiatives Should Be Developed or Refined
      • 114. Mobile Future or Now to Engage Consumers
      • 115. Remind Customers the Holidays Are Coming!
      See www.trada.com/resources for webinars and papers on these topics!
    • 116. The Plans!
      Ready, Set, Go
    • 117. Holiday Planning - Jewelry
      Trends
      Review Last Year’s Patterns
      Look at This Year’s Trends
      Segment Customers for Promotion
      Moms, Dads, Kids
      Regions of the Country
      Merchandising and Inventory
      Get Agreement on Promotional Items
      Ensure Availability of Product
      Email Campaigns
      Start with general campaigns
      Develop campaigns based on user knowledge and site behavior
      Retargeter
      Delivers display ads on other news and publication sites.
    • 118. Home Page – Early Holiday Offer
    • Landing Page – Ease Purchase Process
    • Holiday Specific Charms
    • Tips
      Segment Customers for Promotion
      Boyfriend, husband. Wife, girlfriend.
      Entertainer, parent, budgeted
      Regions of the Country
      Merchandising and Inventory
      Get Agreement on Promotional Items
      Ensure Availability of Product
      Email Campaigns
      Start with general campaigns
      Develop campaigns based on user knowledge and site behavior
      Advertise on Other Sites
      Delivers display ads on other news and publication sites.
      Relevant news and buying sites
    • 152. Holiday Planning - Clothing
      New Products
      Optimize for this year’s fashions
      Use long tail keywords for relevancy
      VIP Loyalty Programs
      Give incentives to returning consumers
      Have them provide you with their info
      Positioning
      How can you differentiate?
      Service, specialty items, incentives
      Communication Channels
      videos, blogs, bloggers, mobile devices
      Black Friday / Cyber Monday
      Get consumers to sign up early
      Solve their shopping challenges, help them find what they need.
    • 153. Positioning – A Service Company
      • Customer Service Heroes
      • 154. Video Campaign
      • 155. FREE Shipping
      • 156. VIPs get Free Overnight Shipping
      • 157. Expanded Offer Campaigns
      • 158. More than just shoes
      • 159. Introducing Mobile App
    • Landing Page – Outfit Builder
    • Facebook
    • Mobile Holiday Ideas
    • Tips
      KEYWORDS
      Trend keywords to target bid boosts
      Budget for holiday price and volume
      Merchandise and Inventory
      Plan for breakout items
      Expand keyword terms to capitalize
      Shipping
      Highlight free shipping offers
      Track and advertise cutoff dates
      Community
      Use ads on Facebook
      Create social engagement
      Mobile
      Leverage SMS messages.
    • 187. Holiday Planning - Accessories
      Holiday Season Specific Products
      Review Last Year’s Patterns
      Look at This Year’s Trends
      Loyalty Campaigns
      Rope them into Black Friday ASAP!
      Give them incentives, get their demographics
      Integrated Campaigns
      Direct mail, email, paid search, SEO, blog, mobile and more.
      Co-Market
      Work with complementary businesses
      Create joint promotions
      Blog
      Highlight product choices for specific gift buying
      Get raving fan bloggers to reuse content
    • 188. Black Friday
    • Special Offers
    • Co-Marketing
    • Social Media & Holiday Keywords
      • Leverage Community
      • 205. Sneak Peak
      • 206. Vote for your favorite
      • 207. Tracking
      • 208. Resort wear Christmas
      • 209. Resort wear women’s holiday present
      • 210. Twitter Content Example:
      • 211. All I want for Christmas is a Baroque Tote!
      • 212. Landing page link to 20% discount for registering
      • 213. Facebook Content Example:
      • 214. Deliver gifts and gift cards
      • 215. Product review testimonials
      Winter Vera Bradley
      Sneak Peak of Christmas!
    • 216. Tips
      MERCHANDISE
      New products for the holiday season
      Loyalty Program
      Give them something to get something
      Free shipping for demographic details
      Special Offers
      Try them, see what works
      Watch your margins!
      Co-Marketing
      Find complementary business to joint market combined offers
      Community
      Use ads on Facebook
      Leverage Blogger Fans
    • 217. Don’t Forget - Write Blogs
      • Optimize posts for long-tail of “holiday” centric keywords.
      • 218. “For the Holidays, Why Diamonds are a Husbands Best Friend”
      • 219. “Last Minute Christmas Gift that Will Thrill – Baroque Tote”
      • 220. “3 Great Basketball Shoes for a Boy’s Christmas Present”
      • 221. Content to Include
      • 222. Name the Product
      • 223. Use Holiday Terms
      • 224. Have a Strong Call to Action
    • POLL
      What are you going to do first as a result of this webinar?
    • 225. Summary
      • Create a Baseline
      • 226. Review Last Year’s Results
      • 227. Prioritize Products and Ensure Inventory
      • 228. Create Flexible Budget for Keywords and Ads
      • 229. Segment and Communicate
      • 230. Leverage communication that builds loyalty and reaches a targeted audience
      • 231. The Holiday Seasons Starts Now
      • 232. Build flexible campaigns and keyword budgets and respond to market changes
      • 233. Prepare for top shopping days
      • 234. Dip Your Toe in Social or Mobile Marketing
      • 235. TEST Mix – Do Not Follow Competitors. Use to Plan 2012!
      • 236. Promote product by price, segment, popularity and more
      • 237. Test and tweak ad content and keywords

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