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Marketing your retail website   master slide
 

Marketing your retail website master slide

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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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  • I wrote a white paper titled, Practical Advice for Making Social Media Work For Your Business that was based on some of the content in this presentation. Anyone in my audiences is offered this paper, free of charge, by shooting me an email at sarah@globalcopywriting.com. The offer stands for SlideShare viewers, as well.
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    Marketing your retail website   master slide Marketing your retail website master slide Presentation Transcript

    • Marketing Your Retail WebsiteContent, Search, Social
      Sarah Mitchell
    • Goals for Today
      • Explain the shift in consumer spending habits
      • Define Content Marketing and describe it’s components
      • 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.
      CONTENT MARKETING = EDUCATION
    • Consumers are Doing Their Own Research
      Online Publishers – Internet Activity Index
      Monthly “Time Spent” in Internet Activity Table
    • 3 Components of Content Marketing
      • Search Engine Optimisation (SEO)
      • Content
      • Social Media
    • Lower Cost Per Sales Lead
    • SEO
      • 25% is on your web page and within your control – KEYWORDS
      • 75% is off your site where you have less control
      • Inbound links
      • External links
      • Search engine recommendations
      • Pay Per Click (PPC) ads
      • Your web designer may not have an SEO focus.
    • Content
      • People are seeking their own information
      • The days of self-serving, self-promoting “blah, blah, blah” are over
      Marketing = Publishing
    • Social Media
      • Best tools for business
      • Facebook
      • Twitter
      • Blogs
      • Linked
      • YouTube
      • It’s about relationships
      “Conversation without content is mere networking. Content without conversation is just dead content.” Tipping Point Labs
    • Online Retail Marketing Strategy
      Discover what your prospects want
      • KeywordSpy (www.keywordspy.com)
      • Google adwords
      • 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)
    • Develop Original Content
      • Forget features – make it benefit oriented
      • The drill vs. The hole
      • eMail vs. meMail
      • 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
      • Invest in graphic design
    • 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
    • Leave Your Prints
      A great way to improve you SEO is to leave comments on blogs, articles and discussion forums.
    • Social Media – Fad or Trend?
    • Don’t “Post and Hope”
    • Benefits of Content Marketing
      • Establishes you as an authority
      • Tailored to your business
      • Targets key prospects
      • Contributes to lead nurturing
      • Positions you for competitive advantage
      • Asset-based investment you own
      • Cost effective