Holiday Prep: Real eCommerce Stories
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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.

Holiday Prep: Real eCommerce Stories Holiday Prep: Real eCommerce Stories Presentation Transcript

  • Holiday Prep: Real eCommerce Stories
    #EcommerceHolidayPrep
    Trada.com
  • Last Time - Holiday Prep: PPC and SEO
    • Optimizing Your PPC and SEO
    • Competitive Research
    • Predict Click Prices for Budget and Lead Time
    • Product and Pricing Competitive Research
    • Build Your Holiday Strategy
    • Target Product Categories
    • Ad Group Architecture
    • Testing Ad Copy
    • Landing Pages
    • SEO Optimize Landing Pages
    • Call to Action
    • Update Description Tags
    • Include SKUs, model numbers and UPCs
    • Use Heatmap Tool
  • A Few of My Favorite Things …
    Jewelry
    Clothes
    Accessories
  • Holiday Planning
    The Trends
  • POLL
    Do you have a 2011 holiday paid search plan?
    • YES
    • NO
  • Seasonal Marketing Tips
    • Early Marketers Gets the Revenue
    • Testing Makes Perfect
    • Responsive Support Makes Sales
    • Use or Compete with Free Shipping (Watch Your Margins!)
    • All Days Are Not Created Equal
    • More than just BLACK FRIDAY
    • Don’t Forget Social and Mobile
  • Holiday Online Buyers are Buying More
    • Traffic continues to trend up
    • Conversion rebounded in ‘10
    • Marketers getting better ROI
    • 12.3% improved exact match
    • Decreasing Branded CPC
    • -34% in 2009
    • -29% in 2010
    iCrossing Holiday Retail Analysis, December, 2010
  • Top 10 Online Spending Days
    • 2010 Holiday Season
    • Revenue: $32.6B
    • “Cyber Monday” $1B Day
    • Free Shipping Day
    • Shoppers 212 million from 195 million.
  • Black Friday – Cyber Monday
    • Consumers expect deals.
    • Be Prepared for Volume.
    • Test Early in the Season.
    • Optimize for Black Friday.
    • Leverage Other Key Days.
    • How to compete?
    • Leverage community events
    • Extend hours to match holiday traffic
    • Offer more personalized service
    • Focus on quality over quantity.
  • Pre-Plan
    July and August
    (or September)
  • What Have You Done?
    • Start with Last Year’s Results
    • What did you do and what worked?
    • What did others do that seemed to work better?
    • Look at Competitor Efforts
    • Products and Inventory
    • Identify feature products
    • Ensure available inventory
    • Evaluate
    • Click throughs
    • Conversions by messages
    • Integrate
    • Email campaigns
    • with other online marketing efforts
    • Create a Baseline
    • Where to start this year's holiday paid search planning!
  • Cost-effective Conversion – Optimize!
    • Consumer Segmentation
    • Relevant messages
    • Design for buyer interest
    • Integrate
    • Keywords + paid search + landing pages
    • Email + direct mail
    • Site + SEO + social + mobile
    • Crowded paid search
    • competitive message
    • CPC price
    • Plan Design Tests Now
    • Review design and functionality
    • mobile, web & desktop
    • Iterate – Iterate – Iterate!
  • Holiday Planning Schedule
    July
    • Build strategy and timelines
    • Research holiday keywords
    • Create budget
    • Create site design wish list
    • Research industry buying trends
    August
    • Define holiday promotions
    • Identify feature products
    • Start design projects
    • Optimize keywords in site content
    • Begin general PPC advertising
  • POLL
    Which buyer motivators are you planning to use (check all that apply)
    • Free Shipping
    • Online Only Sales
    • Save X if you spend Y
    • Repeat buyer discount
    • Rebate
    • Early shopper discount
    • Buy X get Y free
    • Free gift with purchase
  • “Which of the following offers have caused you to purchase online?”
    Source: BizRate and Shop.org Holiday Mood Study
  • Holiday Planning
    Nuts and Bolts
  • Holiday Planning Schedule
    September
    • Test ad copy / keywords
    • Try out promotion ideas
    • Ensure supplier inventory levels
    • Consider using live chat
    • Revisit your customer return policy
  • Holiday Planning Schedule
    October
    • Finish site and landing page updates
    • Move feature products to home page
    • Remind customers of Black Friday
    • Acquire seasonal design graphics
    • Work with shipping provider on rates
  • Holiday Planning Schedule
    November
    • Organize campaigns to easily respond to competitive and price pressures
    • Implement keyword bid strategy
    • Add holiday ads to PPC campaigns
    • Use holiday design elements on site and in marketing materials
    • Send dedicated holiday campaigns
    • Market to specific customer segments
  • Holiday Planning Schedule
    December
    • Optimize keywords and bid prices
    • Refine ad copy based on inventories
    • Send reminder promotional emails
    • Track last day for guaranteed delivery
    • SELL, SELL, SELL!
  • Paid Search Checklist
    • Segment Your Customers and Offers (dads, moms, gamers, etc.)
    • Plan Your Online Marketing
    • Products Identified for Promotions and Features
    • Competitor Review for Product, Position and Pricing Analysis
    • Keyword Discovery and Bid Strategy for Relevance and Volume
    • Ads Should Leverage Both Search and Display to Maximize Exposure
    • Landing Page Design are Vital to Successful ROI
    • Social-sharing Initiatives Should Be Developed or Refined
    • Mobile Future or Now to Engage Consumers
    • Remind Customers the Holidays Are Coming!
    See www.trada.com/resources for webinars and papers on these topics!
  • The Plans!
    Ready, Set, Go
  • 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.
  • Home Page – Early Holiday Offer
    • Semi-Annual
    • Now for Holidays!!!
    • Early Promotion
    • Contact Us
    • Phone
    • Live Chat
    • Email
    • Easy Purchase Process
    • Simple to choose
    • See product
    • See price easily
    • Santa List
    • Create a way for customer to share their gift preferences.
  • Landing Page – Ease Purchase Process
    • Promotions
    • Free Shipping
    • 60 Day return
    • Contact Us
    • Phone
    • Live Chat
    • Email
    • Easy Purchase Process
    • Simple to choose
    • See product
    • See price easily
    • Santa List
    • Create a way for customer to share their gift preferences.
  • Holiday Specific Charms
    • Holiday Focus
    • Specialty Items
    • Only during the holidays
    • Limited edition
    • Layout
    • Clean
    • Focuses on each item
    • Explanation – simple, elegant
    • Santa List
    • Saved items
  • 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
  • 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.
  • Positioning – A Service Company
    • Customer Service Heroes
    • Video Campaign
    • FREE Shipping
    • VIPs get Free Overnight Shipping
    • Expanded Offer Campaigns
    • More than just shoes
    • Introducing Mobile App
  • Landing Page – Outfit Builder
    • Designed By Customers
    • Chose outfits
    • Add Accessories
    • See and Buy
    • Layout
    • Icon Function
    • Clear Explanation
    • Online Support Help
    • Benefits
    • Increased total ticket amount by 1.8X
  • Facebook
    • Leverage Community
    • Let’s be in a Like Relationship
    • Share Your Experience
    • Engagement
    • Fan of the Week
    • Review Trends
    • VIP Rewards
    • Free Overnight Shipping
    • Vote On What You Want
  • Mobile Holiday Ideas
    • Location-Based
    • Leverage tools such as Foursquare
    • Integrate Campaigns
    • Offline
    • Facebook
    • Twitter
    • Text Promotion
    • Sign up for SMS messages
    • 12 Days of Text offers
    • Highlight Student ID discounts
    • Consider Creating a Mobile App in 2012
  • 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.
  • 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
  • Black Friday
    • New Products
    • Loyalty Program
    • Access to Latest Designs
    • Special Offers
    • Special Online Offers
    • Discounts
    • Coupons
    • Brick and Mortar
    • In Store Specials
    • Extended Hours
  • Special Offers
    • Special Offers
    • Coupons
    • Giveaways
    • Discounts
    • Direct Mail
  • Co-Marketing
    • Leverage Relationships
    • Large Retailers
    • Promotions
    • Giveaways
  • Social Media & Holiday Keywords
    • Leverage Community
    • Sneak Peak
    • Vote for your favorite
    • Tracking
    • Resort wear Christmas
    • Resort wear women’s holiday present
    • Twitter Content Example:
    • All I want for Christmas is a Baroque Tote!
    • Landing page link to 20% discount for registering
    • Facebook Content Example:
    • Deliver gifts and gift cards
    • Product review testimonials
    Winter Vera Bradley
    Sneak Peak of Christmas!
  • 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
  • Don’t Forget - Write Blogs
    • Optimize posts for long-tail of “holiday” centric keywords.
    • “For the Holidays, Why Diamonds are a Husbands Best Friend”
    • “Last Minute Christmas Gift that Will Thrill – Baroque Tote”
    • “3 Great Basketball Shoes for a Boy’s Christmas Present”
    • Content to Include
    • Name the Product
    • Use Holiday Terms
    • Have a Strong Call to Action
  • POLL
    What are you going to do first as a result of this webinar?
  • Summary
    • Create a Baseline
    • Review Last Year’s Results
    • Prioritize Products and Ensure Inventory
    • Create Flexible Budget for Keywords and Ads
    • Segment and Communicate
    • Leverage communication that builds loyalty and reaches a targeted audience
    • The Holiday Seasons Starts Now
    • Build flexible campaigns and keyword budgets and respond to market changes
    • Prepare for top shopping days
    • Dip Your Toe in Social or Mobile Marketing
    • TEST Mix – Do Not Follow Competitors. Use to Plan 2012!
    • Promote product by price, segment, popularity and more
    • Test and tweak ad content and keywords