Holiday E-Commerce Marketing Webinar Slides

  • 215 views
Uploaded on

What e-commerce sites can do right now to cash in on the online holiday shopping rush, and a high level overview of setting e-commerce internet marketing strategy.

What e-commerce sites can do right now to cash in on the online holiday shopping rush, and a high level overview of setting e-commerce internet marketing strategy.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
215
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. E-Commerce OptimizationTurn today’s click into tomorrow’s profit.
  • 2. Agenda • Long Term • Integrating Online and Offline • The Customer Experience • Building Best Practices• Short Term • Getting Found • Converting Visitors • Optimizing Results
  • 3. Sharing is Caring.• You-Tube.com/user/minternetmarketing• Webinar Twitter hashtag: #MiMecommerce• Carole: @minetmarketing• MiM: @mahoneyinternet
  • 4. Lessons from Offline• Customers are looking for: • Price • Service • Availability • Convenience
  • 5. Customer Experience
  • 6. How does youronline store treat your shoppers? • Easy browsing • Visual comparison • Talk to other shoppers • Give them something free (before they leave.) Photo Credit: theshopfloorproject.blogspot.com
  • 7. PROSPECT RAPPORT OPPORTUNITIES QUALITY TO OPTIMIZE CLOSEThe Funnel (s)
  • 8. Internet Marketing StagesHow to create your own best practices.
  • 9. Santa’s WorkshopThink Do ReviewWho? Copywriting AnalyticsWhat? Social Communities TestWhy? Email Correspondence OptimizeWhere? PPC, Design, etc.. Refine
  • 10. Rudolph to the RescueGet Found Convert Optimize SEO Visitors ResultsInbound Links Automated Marketing Social Closed Loop Analytics Behavior Marketing Advanced Landing Mobile Customer Reviews Video Page Testing Blogs PPC Forms
  • 11. Think (Strategies) Search Get Social PPC Email Found Mobile Affiliate Partners Do (Tactics) On Page & Off Page SEO Blogs Inbound Links Social (networking & ads) Ads (PPC, Groupon, etc) Landing Pages Mobile (website, SMS) Review (Analytics) Top of Funnel
  • 12. How can I speed up the claims I process? David- Business Claims Manager Buying Stage- Attention Linear Metrics: Analytics -Traffic SourcesTactics Prospect Driving Points -Social Media Reach -Inbound links SEO Social Media Blogs Search: claim Question: claimAction Tags: claims management best management best Linear Metrics: processing practices practices Analytics -Top Landing Page Page Entity -Top Content Funnel Entry Point -Traffic Source to Page Get Found- Top of Funnel Home Page Blog post topic: claim management best practices -Cost per visitor Analytics Non-Linear Waypoints and Points of Resolution Metrics -Funnel Abandonment points Who else has used this process/ product? -page views by Which product/ What can this What credentials/ How long does path serivce is the product do that expertise does this implementation take? best fit? others cant? company have? What can I expect? How will this help me do my job better? Linear Metrics: -Page Software conversion rate Customer Implementation Resource/ Professional Customer feature/benefit Software -Conversion list About Us Process diagram Associations testimonials comparison benefit by role Page Entity and checklist Funnel sheet abandonment CTAs rate Analytics -Video plays, Conversion stops Micro Conversion Events -Blog Goals subscribers Webinar - # of downloads Download/ Registration Download Video Subscribe Mailing List Watch Case Study Demo to Feed Presentation Analytics Linear Metrics: Lead Nurturing Campaigns -Open Rate -CTR -Forward rate -Unsubscribe rate
  • 13. Clark- you said Get Found Do: On Page & Off Page SEO you wanted... On Page SEO Product Descriptions Headlines and sub-headlines Hyperlinks Alt tags Off- Page SEO Title Tags Meta- Description Keyword tags Alt tags
  • 14. On & Off Page SEO Example
  • 15. Duplicate Content= -SEO + -Conversion
  • 16. Get Found Do: Blogs Headlines and sub-headlines Hyperlinks Alt tags Title Tags Meta- Description Keyword tags Alt tags
  • 17. Get Found with Blog Content
  • 18. Blog Example: How to Use Your Products
  • 19. Blog Example: Thought Leadership
  • 20. Blog Example: Education
  • 21. Get Found Do: Inbound Links Social Sharing
  • 22. Get Found Do: Social Sharing Social Sharing
  • 23. Ads Get Found Do: Social Networking Ads
  • 24. Social Media Ad Targeting Help others find the perfect gift.
  • 25. Get Found Do: Paid Ads
  • 26. Get Found Do: Landing Pages Approved Logo Header Graphic Account Login Link Home Products Catalog Installation and Specifications About PCA Products Learn More on BlogYou are in: Products Catalog > Custom Screen Doors Learn more about how the Adjustable Beauty that stands and Easy Installation of PCA Doors can save you lots of headaches down CLose up photo of doors in a home. the test of the road. weather and time. Quality, Durability and Style The PCA Warranty Photo gallery Module / video of product Build Your Screen Door doors Order Your Screen Door The hidden benefits of high- quality Content Area custom screen doors. Install Your Screen Door
  • 27. Get Found Do: Mobile Website & Landing PagesAppAdsVideo
  • 28. Get Found Do: Mobile App
  • 29. Review: Top of Funnel Analytics Visit Sources Top Keywords Referring Sites CTR of Ads Social Media Reach Top Content Pages Top Exit Pages Bounce Rates
  • 30. ConvertThink (Strategies) Personas Visitors Persuasive Momentum Automated Behavior Marketing Do (Tactics) Unique Landing Pages Automated Marketing Customer Reviews Blogs Unique Product Photos & Descriptions Confirmation Page CTAs Review (Analytics) Middle of the Funnel
  • 31. How can I speed up the claims I process? David- Business Claims Manager Buying Stage- Attention Linear Metrics: Analytics -Traffic SourcesTactics Prospect Driving Points -Social Media Reach -Inbound links SEO Social Media Blogs Search: claim Question: claimAction Tags: claims management best management best Linear Metrics: processing practices practices Analytics -Top Landing Page Page Entity -Top Content Funnel Entry Point -Traffic Source to Page Blog post topic: claim -Cost per visitor Home Page management best practices Analytics Non-Linear Waypoints and Points of Resolution Metrics -Funnel Abandonment points Who else has used this process/ product? -page views by Which product/ What can this What credentials/ How long does path serivce is the product do that expertise does this implementation take? best fit? others cant? company have? What can I expect? How will this help me do my job better? Linear Metrics: Convert Visitors- Middle of Funnel -Page Software conversion rate Customer Implementation Resource/ Professional Customer feature/benefit Software -Conversion list About Us Process diagram Associations testimonials comparison benefit by role Page Entity and checklist Funnel sheet abandonment CTAs rate Analytics -Video plays, Conversion stops Micro Conversion Events -Blog Goals subscribers Webinar - # of downloads Download/ Registration Download Video Subscribe Mailing List Watch Case Study Demo to Feed Presentation Analytics Linear Metrics: Lead Nurturing Campaigns -Open Rate -CTR -Forward rate -Unsubscribe rate
  • 32. Convert Visitors: ThinkPersonasPersuasive MomentumAutomated Marketing
  • 33. Convert Visitors Do: Unique Landing Pages Product Descriptions Headlines and sub-headlines Customer Reviews Unique Product Photos & Descriptions Visual Comparisons Socialize
  • 34. Convert Visitors Do: Unique Landing Pages- Example
  • 35. Convert Visitors Do: BlogsProduct How- To and TipsPoints of ResolutionWayward PointsSocialize
  • 36. Convert Visitors Do: Confirmation Page CTAs Always be SellingSocial Media FollowsRelevant Blog ArticlesFree stuff!Cross- SellingUp-selling
  • 37. Convert Visitors Do: Automated Marketing Not just for search engines.Product How- To and TipsPoints of ResolutionWayward PointsSocialize
  • 38. Convert Visitor- Review: Middle of the Funnel
  • 39. Think (Strategies) Optimize A/B Testing Multivariate Testing Results Shopping CartAbandonment Testing Do (Tactics) Closed Loop Analytics Smarketing Advanced Landing Pages Integrated Campaigns Review (Analytics) Bottom of the funnel
  • 40. Page Page Entity -Top Content Funnel Entry Point -Traffic Source to Page Blog post topic: claim -Cost per visitor Home Page management best practices Analytics Non-Linear Waypoints and Points of Resolution Metrics -Funnel Abandonment points Who else has used this process/ product? -page views by Which product/ What can this What credentials/ How long does path serivce is the product do that expertise does this implementation take? best fit? others cant? company have? What can I expect? How will this help me do my job better? Linear Metrics: -Page Software conversion rate Customer ImplementationResource/ Professional Customer feature/benefit Software -Conversion list About Us Process diagram Associations testimonials comparison benefit by rolePage Entity and checklist Funnel sheet abandonment CTAs rate Analytics -Video plays, Conversion stops Micro Conversion Events -Blog Goals subscribers Webinar - # of downloads Download/ Registration Download Video Subscribe Mailing List Watch Case Study Demo to Feed Presentation Analytics Linear Metrics: Lead Nurturing Campaigns -Open Rate -CTR -Forward rate -Unsubscribe rate Read blog posts Watch presentation Download Presentation slides Optimize Results- Bottom of Funnel Watch videos Case study Watch videos Watch presentation Watch videos Download Case study Download Case study Download Case study Webinar Signup Webinar Signup Webinar Signup Watch videos Request a live demo and/or Start a free 30 day trial Linear Metrics: Analytics -Conversion Macro Conversions Events Rate -CPL -Lead to Closed Business Ratio
  • 41. Optimize Results- Review: Bottom of the Funnel
  • 42. Who doesn’t love a contest? • Only those in attendance eligible. • Must have a product and a process. • Be able to answer how it will effect your business long term.