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First Steps in Marketing a New Internet Retail
 

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.

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 First Steps in Marketing a New Internet Retail Presentation Transcript

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