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Operating an online retail business is not that different than running a traditional "bricks and mortar" shop. Having a good online marketing strategy is essential to your success. This presentation …

Operating an online retail business is not that different than running a traditional "bricks and mortar" shop. Having a good online marketing strategy is essential to your success. This presentation is developed for the Online Retailer Exp and Conference 2010 workshop - Retailers' Essential Guide to E-Retailing Workshop.

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  • 1. Marketing Your Retail WebsiteContent, Search, Social
    Sarah Mitchell
  • 2. Goals for Today
    • Explain the shift in consumer spending habits
    • 3. Define Content Marketing and describe it’s components
    • 4. Provide recommendations for a content marketing strategy
  • Definition
    Content Marketing:is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.
  • 5. Consumers are Doing Their Own Research
    Online Publishers – Internet Activity Index
    Monthly “Time Spent” in Internet Activity Table
  • 6. 3 Components of Content Marketing
    • Search Engine Optimisation (SEO)
    • 7. Content
    • 8. Social Media
  • Lower Cost Per Sales Lead
  • 9. SEO
    • 25% is on your web page and within your control – KEYWORDS
    • 10. 75% is off your site where you have less control
    • 11. Inbound links
    • 12. External links
    • 13. Search engine recommendations
    • 14. Pay Per Click (PPC) ads
    • 15. Your web designer may not have an SEO focus.
  • Content
    • People are seeking their own information
    • 16. The days of self-serving, self-promoting “blah, blah, blah” are over
    Marketing = Publishing
  • 17. Social Media
    “Conversation without content is mere networking. Content without conversation is just dead content.” Tipping Point Labs
  • 24. Online Retail Marketing Strategy
    Discover what your prospects want
    • KeywordSpy (
    • 25. Google adwords
    • 26. Google Alerts
    Find the intersection between your solution and your prospect’s information needs
    Develop content to address the deficiency
    Make yourself findable (SEO)
    Give your content legs (Social Media)
  • 27. Develop Original Content
    • Forget features – make it benefit oriented
    • 28. The drill vs. The hole
    • 29. eMail vs. meMail
    • 30. Think like a publisher
    Support each product/service you offer
    Target each customer segment
    Consider vertical markets
    Use multiple content types
    • If needed, hire writers
    • 31. Invest in graphic design
  • 32. Where Are You? – Tips for SEO
    Start with a descriptive domain name
    Provide great content to develop trust
    Add keywords in titles of all content
    Ensure relevance between paid search ads and website keywords
    Use keywords your prospects are using
    Add location to your website to attract local customers
    List your company in free online directories
    Create profiles on LinkedIn, Twitter and Facebook and keep active
    Blog, blog, and blog some more
    Never try to trick the search engines. Only use white hat techniques and avoid link farms
    Invest in SEO services. Focus on the value of the results, not the cost of the service
  • 33. Leave Your Prints
    A great way to improve you SEO is to leave comments on blogs, articles and discussion forums.
  • 34. Social Media – Fad or Trend?
  • 35. Don’t “Post and Hope”
  • 36. Benefits of Content Marketing
    • Establishes you as an authority
    • 37. Tailored to your business
    • 38. Targets key prospects
    • 39. Contributes to lead nurturing
    • 40. Positions you for competitive advantage
    • 41. Asset-based investment you own
    • 42. Cost effective