Vendio Seminar: Marketing Your Website on a Budget


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Vendio, in conjunction with the Internet Merchants Association & ASD/AMD trade show presented a seminar on how every merchant can take advantage of free or low-cost marketing vehicles to acquire new customers.

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  • Vendio Seminar: Marketing Your Website on a Budget

    1. 1. ASD/AMD (IMA) “Marketing My Website on Budget” March 16 th , 2009 Helen Fang Marketing Manager Vendio and Dealio
    2. 2. Agenda <ul><li>Budget Marketing: An Overview </li></ul><ul><li>Before you start… </li></ul><ul><li>An intro to SEO </li></ul><ul><li>The Buzz about Social Media </li></ul><ul><li>Google Product Search (CSE) </li></ul><ul><li>Nice to Have Marketing Vehicles </li></ul><ul><li>Learn Now, Try Later Marketing Vehicles </li></ul><ul><li>Free Vendio Store: Features </li></ul><ul><li>Questions? </li></ul>
    3. 3. Budget Marketing: An Overview <ul><li>Lots of options – choose a couple methods and do them really well. </li></ul><ul><li>Good news – lots of things you can do for free and many resources online. </li></ul><ul><li>Divide and conquer – separate tasks into buckets of “must have”, “nice to have”, “learn now…try later”. </li></ul><ul><li>Time vs. Cost – how much is your time worth? </li></ul>
    4. 4. Before you start… <ul><li>Online Store </li></ul><ul><ul><li>Web Hosting /Domain (Is it reliable?) </li></ul></ul><ul><ul><li>Flexibility (How easily can you add/remove elements?) </li></ul></ul><ul><ul><li>Design (User-friendly? Professional?) </li></ul></ul><ul><ul><li>Analytics (What happens when visitors get to your site?) </li></ul></ul><ul><li>Marketing Plan </li></ul><ul><ul><li>Competition & opportunity </li></ul></ul><ul><ul><li>Who are your customers? </li></ul></ul><ul><ul><li>What’s your area of expertise? </li></ul></ul><ul><ul><li>Familiarize yourself with marketing vehicles. </li></ul></ul><ul><ul><li>Set a budget…and stick with it. </li></ul></ul>
    5. 5. An Intro to SEO <ul><li>What is SEO? </li></ul><ul><ul><li>Search Engine Optimization helps search engines find your website & determine its relevancy for users. </li></ul></ul><ul><li>Why is SEO important? </li></ul><ul><ul><li>Everyone, including your competition is optimizing. </li></ul></ul><ul><ul><li>FREE!! </li></ul></ul><ul><li>5 Things You Can Do Today! </li></ul><ul><ul><li>Keywords: What are people searching to find your products? </li></ul></ul><ul><ul><li>Meta tags: Title, Description, Keywords per page </li></ul></ul><ul><ul><li>URL: Short with keywords </li></ul></ul><ul><ul><li>Content: Website content, external content </li></ul></ul><ul><ul><li>Back Links: Valuable, relevant links back to your website </li></ul></ul><ul><li>Free Tools </li></ul><ul><ul><li> / </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google Insight </li></ul></ul><ul><li>Other Tips </li></ul><ul><ul><li>When building a website, find one that allows you to easily edit your meta tags & content. </li></ul></ul><ul><ul><li>Avoid “Black Hat” tactics such as keyword stuffing, buying links and copying content. </li></ul></ul>
    6. 6. The Buzz about Social Media <ul><li>What is social media? </li></ul><ul><ul><li>A way to promote yourself via social networks instead of traditional, commercial channels. </li></ul></ul><ul><li>Why is social media important? </li></ul><ul><ul><li>Differentiates yourself from competition, creates network of friends who can help promote your business, and can turn one satisfied customer into many. </li></ul></ul><ul><li>Define your strategy </li></ul><ul><ul><li>What value can you add? (Area of expertise, share what you’ve learned) </li></ul></ul><ul><ul><li>Give people a reason to act (special offer). </li></ul></ul><ul><li>So many options, where to start? </li></ul><ul><ul><li>Blog, Twitter, Forums </li></ul></ul><ul><li>Social media takes times and effort </li></ul><ul><ul><li>Publicize your social media links on your website </li></ul></ul><ul><ul><li>Remember that social networking is “real life” networking </li></ul></ul><ul><li>Things to avoid </li></ul><ul><ul><li>Don’t do everything - go to where your buyers are interacting </li></ul></ul><ul><ul><li>Huge time suck, allot a certain amount of time per day </li></ul></ul><ul><ul><li>Don’t blatantly self-promote as your efforts appear disingenuous. </li></ul></ul>
    7. 7. Google Product Search (CSE) <ul><li>What are Comparison Shopping Engines? </li></ul><ul><ul><li>Aggregate products & prices from many retailers </li></ul></ul><ul><ul><li>Most charge on a CPC model, except for Google </li></ul></ul><ul><li>Why are CSE’s important? </li></ul><ul><ul><li>Established & advertise to attract buyers </li></ul></ul><ul><li>Google Product Search </li></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>Shows up at the top of Google searches </li></ul></ul><ul><li>Other options: Shopzilla, </li></ul><ul><ul><li>Don’t try until you’ve mastered Google! </li></ul></ul>
    8. 8. Nice to Have Marketing Vehicles <ul><li>Email Marketing </li></ul><ul><ul><li>Leverage existing clientele list (make sure your website has this functionality) </li></ul></ul><ul><ul><li>Create an “add to newsletter” link to all your communication pieces </li></ul></ul><ul><ul><li>Offer a promotion (e.g. a 10% coupon if you sign-up for my mailing list) </li></ul></ul><ul><li>Directory Listings (for website & blog) </li></ul><ul><ul><li>Not often used, but good for SEO </li></ul></ul><ul><ul><li>,,,, </li></ul></ul><ul><li>PR </li></ul><ul><ul><li>Create a PR/news section on your website </li></ul></ul><ul><ul><li>Leverage your expertise & “real person” experience </li></ul></ul><ul><ul><li>Reporters are not usually interested in the product </li></ul></ul><ul><ul><li> (FREE) </li></ul></ul><ul><ul><li>Submit PR releases via (costs less than $200) </li></ul></ul><ul><li>Deals/Coupon Sites </li></ul><ul><ul><li>Got a good deal? Tell people about it. </li></ul></ul><ul><ul><li>Create a coupon & submit yourself to coupon websites (e.g. </li></ul></ul>
    9. 9. Learn Now, Try Later Marketing Vehicles <ul><li>Search Engine Marketing (Paid Search) </li></ul><ul><ul><li>Use learning from SEO </li></ul></ul><ul><ul><li>Content network vs. search network placement </li></ul></ul><ul><ul><li>Bid amount can range from $.05 to $50, be careful! </li></ul></ul><ul><ul><li>Quality Score (Google ranks your ads by how relevant is your ad to your website/landing page.) </li></ul></ul><ul><ul><li>Keywords (chase the long tail) </li></ul></ul><ul><li>Banner Advertising </li></ul><ul><ul><li>CPM (cost per thousand impressions) </li></ul></ul><ul><ul><li>Look for small, targeted websites & blogs </li></ul></ul><ul><li>Affiliate Programs </li></ul><ul><ul><li>CPA </li></ul></ul><ul><ul><li>Initial investment </li></ul></ul><ul><ul><li>Tracking </li></ul></ul><ul><ul><li>Big vs. Small (CJ vs. Pepperjam Network) </li></ul></ul>
    10. 10. Free Vendio Stores: Features Choose from dozens of free pre-created templates, or create and upload your own. Free Web hosting on your own domain our we’ll give you a free URL.
    11. 11. Fully Customizable Store Appearance Highlight an area to edit, and click to see the editing options. No cookie cutter stores here. Drag and drop Drag tabs right or left to create a side menu bar instead. Brand your website by adjusting colors, style and logos with just a click.
    12. 12. SEO Optimized and Analytics Integrated Easily add your Google Analytics snippets to enable site visitor tracking without custom coding URLs are automatically SEO-optimized (using Item Titles) Content is statically published to ensure friendly indexing Meta keywords and descriptions editable per page Add pages of indexed content!
    13. 13. Manage Inventory From One Place Vendio Stores feature full Inventory Management. Easily add and remove items for sale. A lot of post-sale functions such as automating coupons to your past bidders. Single interface and item creation flow across Vendio Store, eBay, comparison shopping, and other marketing and sales activities
    14. 14. Vendio Stores are FREE! <ul><li>And best of all, Vendio Stores are totally FREE </li></ul><ul><ul><li>No subscription, listing, image, or transaction fees </li></ul></ul><ul><ul><li>Store images and full inventory and post-sale management are also included at no cost to the seller </li></ul></ul><ul><ul><li>Helps small merchants “walk like an elephant” and compete with the big guys </li></ul></ul><ul><li>Vendio Stores are ad-free – no third-party advertisements will appear on a Vendio Store. </li></ul><ul><li>Vendio Stores are offered with unlimited items, storage and bandwidth </li></ul><ul><li>Channel management provided at affordable fee levels ($10/mth + % of gross sales) </li></ul>
    15. 15. Questions? <ul><li>Special Offers: </li></ul><ul><ul><li>Try the Vendio Platform FREE for 60 days </li></ul></ul><ul><ul><li>No Amazon fees for the rest of 2009. </li></ul></ul><ul><ul><li>Free Personal Assistance (personalized set-up and assistance for one month) – Must email. </li></ul></ul><ul><li>Contact: </li></ul><ul><li>Helen Fang </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: </li></ul>