Holiday Prep: Real eCommerce Stories

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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.
  • Holiday Prep: Real eCommerce Stories

    1. 1. Holiday Prep: Real eCommerce Stories<br />#EcommerceHolidayPrep<br />Trada.com<br />
    2. 2. Last Time - Holiday Prep: PPC and SEO<br /><ul><li>Optimizing Your PPC and SEO
    3. 3. Competitive Research
    4. 4. Predict Click Prices for Budget and Lead Time
    5. 5. Product and Pricing Competitive Research
    6. 6. Build Your Holiday Strategy
    7. 7. Target Product Categories
    8. 8. Ad Group Architecture
    9. 9. Testing Ad Copy
    10. 10. Landing Pages
    11. 11. SEO Optimize Landing Pages
    12. 12. Call to Action
    13. 13. Update Description Tags
    14. 14. Include SKUs, model numbers and UPCs
    15. 15. Use Heatmap Tool</li></li></ul><li>A Few of My Favorite Things …<br />Jewelry<br />Clothes<br />Accessories<br />
    16. 16. Holiday Planning<br />The Trends<br />
    17. 17. POLL<br />Do you have a 2011 holiday paid search plan?<br /><ul><li>YES
    18. 18. NO</li></li></ul><li>Seasonal Marketing Tips <br /><ul><li>Early Marketers Gets the Revenue
    19. 19. Testing Makes Perfect
    20. 20. Responsive Support Makes Sales
    21. 21. Use or Compete with Free Shipping (Watch Your Margins!)
    22. 22. All Days Are Not Created Equal
    23. 23. More than just BLACK FRIDAY
    24. 24. Don’t Forget Social and Mobile </li></li></ul><li>Holiday Online Buyers are Buying More<br /><ul><li>Traffic continues to trend up
    25. 25. Conversion rebounded in ‘10
    26. 26. Marketers getting better ROI
    27. 27. 12.3% improved exact match
    28. 28. Decreasing Branded CPC
    29. 29. -34% in 2009
    30. 30. -29% in 2010</li></ul>iCrossing Holiday Retail Analysis, December, 2010<br />
    31. 31. Top 10 Online Spending Days<br /><ul><li>2010 Holiday Season
    32. 32. Revenue: $32.6B
    33. 33. “Cyber Monday” $1B Day
    34. 34. Free Shipping Day
    35. 35. Shoppers 212 million from 195 million.</li></li></ul><li>Black Friday – Cyber Monday<br /><ul><li>Consumers expect deals.
    36. 36. Be Prepared for Volume.
    37. 37. Test Early in the Season.
    38. 38. Optimize for Black Friday.
    39. 39. Leverage Other Key Days.
    40. 40. How to compete?
    41. 41. Leverage community events
    42. 42. Extend hours to match holiday traffic
    43. 43. Offer more personalized service
    44. 44. Focus on quality over quantity.</li></li></ul><li>Pre-Plan<br />July and August<br />(or September)<br />
    45. 45. What Have You Done?<br /><ul><li>Start with Last Year’s Results
    46. 46. What did you do and what worked?
    47. 47. What did others do that seemed to work better?
    48. 48. Look at Competitor Efforts
    49. 49. Products and Inventory
    50. 50. Identify feature products
    51. 51. Ensure available inventory
    52. 52. Evaluate
    53. 53. Click throughs
    54. 54. Conversions by messages
    55. 55. Integrate
    56. 56. Email campaigns
    57. 57. with other online marketing efforts
    58. 58. Create a Baseline
    59. 59. Where to start this year's holiday paid search planning!</li></li></ul><li>Cost-effective Conversion – Optimize!<br /><ul><li>Consumer Segmentation
    60. 60. Relevant messages
    61. 61. Design for buyer interest
    62. 62. Integrate
    63. 63. Keywords + paid search + landing pages
    64. 64. Email + direct mail
    65. 65. Site + SEO + social + mobile
    66. 66. Crowded paid search
    67. 67. competitive message
    68. 68. CPC price
    69. 69. Plan Design Tests Now
    70. 70. Review design and functionality
    71. 71. mobile, web & desktop
    72. 72. Iterate – Iterate – Iterate!</li></li></ul><li>Holiday Planning Schedule<br />July<br /><ul><li>Build strategy and timelines
    73. 73. Research holiday keywords
    74. 74. Create budget
    75. 75. Create site design wish list
    76. 76. Research industry buying trends</li></ul>August<br /><ul><li>Define holiday promotions
    77. 77. Identify feature products
    78. 78. Start design projects
    79. 79. Optimize keywords in site content
    80. 80. Begin general PPC advertising</li></li></ul><li>POLL<br />Which buyer motivators are you planning to use (check all that apply)<br /><ul><li>Free Shipping
    81. 81. Online Only Sales
    82. 82. Save X if you spend Y
    83. 83. Repeat buyer discount
    84. 84. Rebate
    85. 85. Early shopper discount
    86. 86. Buy X get Y free
    87. 87. Free gift with purchase</li></li></ul><li>“Which of the following offers have caused you to purchase online?”<br />Source: BizRate and Shop.org Holiday Mood Study<br />
    88. 88. Holiday Planning<br />Nuts and Bolts<br />
    89. 89. Holiday Planning Schedule<br />September<br /><ul><li>Test ad copy / keywords
    90. 90. Try out promotion ideas
    91. 91. Ensure supplier inventory levels
    92. 92. Consider using live chat
    93. 93. Revisit your customer return policy</li></li></ul><li>Holiday Planning Schedule<br />October<br /><ul><li>Finish site and landing page updates
    94. 94. Move feature products to home page
    95. 95. Remind customers of Black Friday
    96. 96. Acquire seasonal design graphics
    97. 97. Work with shipping provider on rates</li></li></ul><li>Holiday Planning Schedule<br />November<br /><ul><li>Organize campaigns to easily respond to competitive and price pressures
    98. 98. Implement keyword bid strategy
    99. 99. Add holiday ads to PPC campaigns
    100. 100. Use holiday design elements on site and in marketing materials
    101. 101. Send dedicated holiday campaigns
    102. 102. Market to specific customer segments</li></li></ul><li>Holiday Planning Schedule<br />December<br /><ul><li>Optimize keywords and bid prices
    103. 103. Refine ad copy based on inventories
    104. 104. Send reminder promotional emails
    105. 105. Track last day for guaranteed delivery
    106. 106. SELL, SELL, SELL!</li></li></ul><li>Paid Search Checklist<br /><ul><li>Segment Your Customers and Offers (dads, moms, gamers, etc.)
    107. 107. Plan Your Online Marketing
    108. 108. Products Identified for Promotions and Features
    109. 109. Competitor Review for Product, Position and Pricing Analysis
    110. 110. Keyword Discovery and Bid Strategy for Relevance and Volume
    111. 111. Ads Should Leverage Both Search and Display to Maximize Exposure
    112. 112. Landing Page Design are Vital to Successful ROI
    113. 113. Social-sharing Initiatives Should Be Developed or Refined
    114. 114. Mobile Future or Now to Engage Consumers
    115. 115. Remind Customers the Holidays Are Coming!</li></ul>See www.trada.com/resources for webinars and papers on these topics!<br />
    116. 116. The Plans!<br />Ready, Set, Go<br />
    117. 117. Holiday Planning - Jewelry<br />Trends<br />Review Last Year’s Patterns<br />Look at This Year’s Trends<br />Segment Customers for Promotion<br />Moms, Dads, Kids<br />Regions of the Country<br />Merchandising and Inventory<br />Get Agreement on Promotional Items<br />Ensure Availability of Product<br />Email Campaigns<br />Start with general campaigns<br />Develop campaigns based on user knowledge and site behavior<br />Retargeter<br />Delivers display ads on other news and publication sites.<br />
    118. 118. Home Page – Early Holiday Offer<br /><ul><li>Semi-Annual
    119. 119. Now for Holidays!!!
    120. 120. Early Promotion
    121. 121. Contact Us
    122. 122. Phone
    123. 123. Live Chat
    124. 124. Email
    125. 125. Easy Purchase Process
    126. 126. Simple to choose
    127. 127. See product
    128. 128. See price easily
    129. 129. Santa List
    130. 130. Create a way for customer to share their gift preferences.</li></li></ul><li>Landing Page – Ease Purchase Process<br /><ul><li>Promotions
    131. 131. Free Shipping
    132. 132. 60 Day return
    133. 133. Contact Us
    134. 134. Phone
    135. 135. Live Chat
    136. 136. Email
    137. 137. Easy Purchase Process
    138. 138. Simple to choose
    139. 139. See product
    140. 140. See price easily
    141. 141. Santa List
    142. 142. Create a way for customer to share their gift preferences.</li></li></ul><li>Holiday Specific Charms<br /><ul><li>Holiday Focus
    143. 143. Specialty Items
    144. 144. Only during the holidays
    145. 145. Limited edition
    146. 146. Layout
    147. 147. Clean
    148. 148. Focuses on each item
    149. 149. Explanation – simple, elegant
    150. 150. Santa List
    151. 151. Saved items</li></li></ul><li>Tips<br />Segment Customers for Promotion<br />Boyfriend, husband. Wife, girlfriend.<br />Entertainer, parent, budgeted<br />Regions of the Country<br />Merchandising and Inventory<br />Get Agreement on Promotional Items<br />Ensure Availability of Product<br />Email Campaigns<br />Start with general campaigns<br />Develop campaigns based on user knowledge and site behavior<br />Advertise on Other Sites<br />Delivers display ads on other news and publication sites.<br />Relevant news and buying sites<br />
    152. 152. Holiday Planning - Clothing<br />New Products<br />Optimize for this year’s fashions<br />Use long tail keywords for relevancy<br />VIP Loyalty Programs<br />Give incentives to returning consumers<br />Have them provide you with their info<br />Positioning<br />How can you differentiate?<br />Service, specialty items, incentives<br />Communication Channels<br />videos, blogs, bloggers, mobile devices<br />Black Friday / Cyber Monday<br />Get consumers to sign up early<br />Solve their shopping challenges, help them find what they need.<br />
    153. 153. Positioning – A Service Company<br /><ul><li>Customer Service Heroes
    154. 154. Video Campaign
    155. 155. FREE Shipping
    156. 156. VIPs get Free Overnight Shipping
    157. 157. Expanded Offer Campaigns
    158. 158. More than just shoes
    159. 159. Introducing Mobile App</li></li></ul><li>Landing Page – Outfit Builder<br /><ul><li>Designed By Customers
    160. 160. Chose outfits
    161. 161. Add Accessories
    162. 162. See and Buy
    163. 163. Layout
    164. 164. Icon Function
    165. 165. Clear Explanation
    166. 166. Online Support Help
    167. 167. Benefits
    168. 168. Increased total ticket amount by 1.8X</li></li></ul><li>Facebook<br /><ul><li>Leverage Community
    169. 169. Let’s be in a Like Relationship
    170. 170. Share Your Experience
    171. 171. Engagement
    172. 172. Fan of the Week
    173. 173. Review Trends
    174. 174. VIP Rewards
    175. 175. Free Overnight Shipping
    176. 176. Vote On What You Want</li></li></ul><li>Mobile Holiday Ideas<br /><ul><li>Location-Based
    177. 177. Leverage tools such as Foursquare
    178. 178. Integrate Campaigns
    179. 179. Offline
    180. 180. Facebook
    181. 181. Twitter
    182. 182. Text Promotion
    183. 183. Sign up for SMS messages
    184. 184. 12 Days of Text offers
    185. 185. Highlight Student ID discounts
    186. 186. Consider Creating a Mobile App in 2012</li></li></ul><li>Tips<br />KEYWORDS<br />Trend keywords to target bid boosts<br />Budget for holiday price and volume<br />Merchandise and Inventory<br />Plan for breakout items<br />Expand keyword terms to capitalize<br />Shipping<br />Highlight free shipping offers<br />Track and advertise cutoff dates<br />Community<br />Use ads on Facebook<br />Create social engagement<br />Mobile<br />Leverage SMS messages.<br />
    187. 187. Holiday Planning - Accessories<br />Holiday Season Specific Products<br />Review Last Year’s Patterns<br />Look at This Year’s Trends<br />Loyalty Campaigns<br />Rope them into Black Friday ASAP!<br />Give them incentives, get their demographics<br />Integrated Campaigns<br />Direct mail, email, paid search, SEO, blog, mobile and more.<br />Co-Market<br />Work with complementary businesses<br />Create joint promotions<br />Blog<br />Highlight product choices for specific gift buying<br />Get raving fan bloggers to reuse content<br />
    188. 188. Black Friday<br /><ul><li>New Products
    189. 189. Loyalty Program
    190. 190. Access to Latest Designs
    191. 191. Special Offers
    192. 192. Special Online Offers
    193. 193. Discounts
    194. 194. Coupons
    195. 195. Brick and Mortar
    196. 196. In Store Specials
    197. 197. Extended Hours</li></li></ul><li>Special Offers<br /><ul><li>Special Offers
    198. 198. Coupons
    199. 199. Giveaways
    200. 200. Discounts
    201. 201. Direct Mail</li></li></ul><li>Co-Marketing<br /><ul><li>Leverage Relationships
    202. 202. Large Retailers
    203. 203. Promotions
    204. 204. Giveaways</li></li></ul><li>Social Media & Holiday Keywords<br /><ul><li>Leverage Community
    205. 205. Sneak Peak
    206. 206. Vote for your favorite
    207. 207. Tracking
    208. 208. Resort wear Christmas
    209. 209. Resort wear women’s holiday present
    210. 210. Twitter Content Example:
    211. 211. All I want for Christmas is a Baroque Tote!
    212. 212. Landing page link to 20% discount for registering
    213. 213. Facebook Content Example:
    214. 214. Deliver gifts and gift cards
    215. 215. Product review testimonials</li></ul>Winter Vera Bradley <br />Sneak Peak of Christmas!<br />
    216. 216. Tips<br />MERCHANDISE<br />New products for the holiday season<br />Loyalty Program<br />Give them something to get something<br />Free shipping for demographic details<br />Special Offers<br />Try them, see what works<br />Watch your margins!<br />Co-Marketing<br />Find complementary business to joint market combined offers<br />Community<br />Use ads on Facebook<br />Leverage Blogger Fans<br />
    217. 217. Don’t Forget - Write Blogs<br /><ul><li>Optimize posts for long-tail of “holiday” centric keywords.
    218. 218. “For the Holidays, Why Diamonds are a Husbands Best Friend”
    219. 219. “Last Minute Christmas Gift that Will Thrill – Baroque Tote”
    220. 220. “3 Great Basketball Shoes for a Boy’s Christmas Present”
    221. 221. Content to Include
    222. 222. Name the Product
    223. 223. Use Holiday Terms
    224. 224. Have a Strong Call to Action</li></li></ul><li>POLL<br />What are you going to do first as a result of this webinar?<br />
    225. 225. Summary<br /><ul><li>Create a Baseline
    226. 226. Review Last Year’s Results
    227. 227. Prioritize Products and Ensure Inventory
    228. 228. Create Flexible Budget for Keywords and Ads
    229. 229. Segment and Communicate
    230. 230. Leverage communication that builds loyalty and reaches a targeted audience
    231. 231. The Holiday Seasons Starts Now
    232. 232. Build flexible campaigns and keyword budgets and respond to market changes
    233. 233. Prepare for top shopping days
    234. 234. Dip Your Toe in Social or Mobile Marketing
    235. 235. TEST Mix – Do Not Follow Competitors. Use to Plan 2012!
    236. 236. Promote product by price, segment, popularity and more
    237. 237. Test and tweak ad content and keywords</li></li></ul><li>

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