First Steps in Marketing a New Internet Retail


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This is my presentation which I gave on Tuesday 24th May 2011 to people considering starting an Internet Retail outlet. It's a very back-to-basics show.

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First Steps in Marketing a New Internet Retail

  1. 1. First Steps in Marketing a New Internet Retail Outlet<br />David Edmundson-Bird<br />Course Director for<br />Econsultancy MSc Internet Retailing &<br />Econsultancy MSc Digital Marketing Communications<br />Manchester Metropolitan University Business School<br />
  2. 2. First Steps in Marketing a New Internet Retail Outlet<br />Get a Digital Marketing Plan<br />Make yourself findable<br />Encourage conversion<br />Go and listen to your audience<br />Go and converse with them<br />Keep optimizing<br />Keep socialising<br />Keep analysing<br />Note – this is a rapid presentation. There’s a lot of detail you’ll need to drill down to<br />
  3. 3. Plan<br />Rule Number 1<br />Have a digital marketing plan<br />Don’t act without the plan<br />Follow the plan<br />Make changes to the plan as you learn<br />Nothing is set in stone<br />
  4. 4. If you build it they will come<br />This statement is not true<br />How will they find it?<br />Sure you must look good<br />Sure you must have merchandise<br />But it’s only the start<br />
  5. 5. Make Yourself Findable<br />Key Search Engine = Google<br />But 10 - 18% ave search traffic comes from Bing<br />How to be findable<br />Copy writing<br />Pay Per Click advertising<br />Link Building<br />Refreshing Content<br />Site Maps to Shopping.Google<br />YouTube yourself<br />
  6. 6. Copywriting<br />Do key phrase research<br />Tools on Google Adwords, Google Wonder Wheel<br />Write copy for humans to read<br />Don’t just write for Google<br />Make sure your copy contains the key phrases<br />Make sure key phrases turn up in links and images<br />Make sure SKUs are key phrases<br />
  7. 7. Pay Per Click<br />Use PPC to drive early traffic to your new site<br />Consider Brands in PPC keywords<br />Use PPC to test which keywords drive traffic to your site<br />Don’t bid on short keywords unless you have big pockets<br />
  8. 8. Link Building<br />Encourage others to build links to your site<br />Bloggers<br />Journalists<br />Non-competitors<br />Complementor businesses<br />Google is not keen on bought links<br />Your competitors might grass you up<br />
  9. 9. Refreshing Content<br />Keep your content changing<br />Add new products all the time<br />Refresh reviews<br />Constantly optimize<br />
  10. 10. Google Shopping<br />Regularly submit data feed of your stock via Google Merchant<br />Competitive marketspace<br />Do it every 24 hours<br />New data feed = fresh content<br />Google Shopping helps you occupy the search space<br />
  11. 11. YouTube<br />Create videos of each of your products<br />Create a YouTube channel<br />Link to your site, embed videos in your site<br />Helps occupy the Search Space<br />
  12. 12. Ebay your Redundant Stock<br />If your stock ages, use eBay to sell off occasional end-of-liness<br />eBay optimizes best for short, true low reserve auctions<br />eBay will push traffic to your main site<br />Great link building<br />Don’t use eBay in place of your main retail site<br />Treat it as an outlet. It has a reputation for bin ends and cheapness<br />
  13. 13. Use PayPal<br />Have a main merchant services BUT<br />Use Paypal to incite card-free purchase<br />Vital for Under 18 purchases<br />Costs similar to regular merchant services<br />Has been known to double conversions<br />
  14. 14. Socialize Yourself<br />Use Twitter and Facebook to see what people are talking about<br />Listen first<br />Use the platforms as market research<br />
  15. 15. Facebook<br />Create a Fan Page<br />Encourage people to talk about your products (reviews, praise and YES criticism)<br />Promote new lines<br />Get a “Like” button and link the site<br />Keep the content fresh<br />Encourage and reward sharing<br />
  16. 16. Twitter<br />Use Twitter to promote new lines<br />Tweet regularly and humanly<br />Use twitter to manage customer service<br />Signpost people to products, especially complementor products<br />Talk with your customers<br />Answer every “mention”<br />Follow every follower<br />Invest in a professional Twitter platform<br />
  17. 17. Blogging<br />Keep a blog related to your retail<br />Don’t just blog products, blog along the lines<br />If you sell design-driven merchanise, blog about design concepts<br />Use the blog to promote new lines, discuss issues and aesthetics<br />Use the blog to communicate<br />Don’t moderate discussion<br />
  18. 18. Analytics<br />Use your analytics account<br />Review data, set goals<br />Constantly try and understand where your audience is coming from<br />Constantly evaluate your competitors links and performance<br />
  19. 19. In Summary<br />1st Write your Digital Marketing Plan<br />2nd Make yourself found on Search<br />3rd Make sure you encourage conversion<br />4th Listen to your audience<br />5th Talk to your customers<br />6th Never stop optimizing<br />7th Never stop socialising<br />8th Never stop analysing<br />
  20. 20. Say Hello<br /><br />T: @groovegenerator<br />LI:<br />0161 247 4603<br />
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