Online marketing for eCommerce

Online marketing foreCommerceby LumoLink

DisclaimerThis presentation was used in a talk given to alive audience. These slides only contain the gistof information (most was conveyed via speech).You might still ﬁnd these slides helpful and thusthey have been made available online.

AgendaBrief introductionPractical implementationQ&A

Founded in July 2010Based in OuluTeam of 6Background in web developmentand online marketing

We help businesses succeed online

In order to implementstrategies in this talk we’ll need Access to website (FTP) Not always possible Access to eCommerce admin panel Facebook account Google account

Trends

Push vs Pull

Coolhaus

Part 1Online marketing strategy

Marketing strategy Engagement Focus Value Content Frequency

Ideal customerWhich customers help you maximize valuethat both parties receive?What do you know about them? Age Income Education Hobbies Location etc...Do they have a problem you can solve? Do theyknow about it? How did they solve it before?Where do they get their info? Who do they trustonline?

ExampleBusiness located in FinlandLooking to outsource entire product development Marketing DevelopmentTurnover over 1mil euroAiming to be internationalUnderstands value of online marketing

Who is your ideal customer?

Services Content Products Your website (Value)(Monetization) Conversion

Creating contentWhat will your audience ﬁnd valuable?What are they used to? PowerPoints, PDF, Blogs, images etcWhat are the right channels for promoting yourcontent?What can you create to show off your competitiveadvantage, skill etc?

Consider doing some of thefollowingStart a podcastCompare your products to competitorsWrite guest blog postsRelease an eBook for freePost video reviews of your productsStart a newsletterGive free samples / consultationsHave a contestStart a blogBe a content curator

Content we create

What kind of content youproduce?

FrequencyHow often will you publishcontent?What kind of internal limitationsdo you have (resources)?What frequency is your audienceused to?What pace can you maintain overlong period of time?Remember to leave room forengagement!Don’t dilute content quality for thesake of frequency

Our frequencyDaily Twitter & Facebook & LinkedIn Small updatesWeekly Newsletter & Blog Valuable substantial contentMonthly PodcastYearly Conference

Communication channelHow will you communicate with your audience?Via what channel?How will you incorporate customer’s voice into yourmarketing and even business?How do you measure it? What is correct metric for you?What media will you use (video, audio, text, images)?Actively listen

Blogs Social networks Direct trafﬁc Other websites Search engines Your website Your website is your content hub

What channels have youchosen for communication?

Part 2Search engine optimization

What is HTML?

<!doctype html><html> <head> <title>HELLO HTML!</title> </head> <body> <h1>Header</h1> <p>Hello World!</p> <img src=”kuva.jpg” /> </body></html>

How do search engineswork?

Good eCommerce platformIs optimized for search enginesAllows you to modify template easilyAllows you to extend functionality via pluginsAllows you to integrate social plugins (Facebook etc)

Which platform do you use?

Pagerank Site Site K Site Y X Your site Site Z

Play by the rules Search engine can ban you for misbehavior

Most common mistakes

<title>GOOD: Nokia N8 älypuhelin HD kameralla - Nettikauppa BAD: Etusivu

URLGOOD: www.something.ﬁ/kauppa/dvd/piiretty/futurama BAD: www.something.ﬁ/index.php?section=23&id=23

NavigationAVOID: Flash, Images and bad anchor text

Anchor textGOOD: <a href=”/kamerat/Canon-D50”>Canon D50</a> BAD: <a href=”/kamerat/Canon-D50”>Klikka tätä</a>

Heading tagsGOOD: <h1>Järjestelmäkamerat - Canon</h1> BAD: Long text or missing altogether

Pagerank distribution Homepage Category XProduct X Product Z

404GOOD: Page that stands out as error page, has important links (search, sitemap etc) and sends 404 statusBAD: Page that looks like a regular page and doesn’t send 404 status

ImagesGOOD: <img src=”canon-d50.jpg” alt=”Canon D50 järjestelmäkamera” /> BAD: <img src=”kuva.jpg” />

rel=”nofollow”GOOD: Use it when you exchange links, post user generated links and link to sites you don’t trust BAD: Not using rel=”nofollow” More info

DuplicationGOOD: Every page should have a unique title, meta description and H1 BAD: Duplicate tags across pages

CanonicalAllows you to set preferred version of URL<link rel="canonical" href="http://www.example.com/category/product" /> More info

RSSIt’s good for search engines and your visitors More info

SitemapList of all pages on your site easily readable by search engines More info

robots.txtUser-agent: *Disallow:Sitemap: http://www.yoursite.com/sitemap.xml More info

Google placesFreeCouponsContact informationAppears in local searchShows in Google Maps

Link directories Dmoz Yahoo Kaupat.com WebInfo International ones

Link building Try to get backlinks from related and respected websites in your industry Very important to search engines

SpeedThe faster your site thebetterGoogle likes speedMeasure itHosting and platformaffect speed the most

Part 3Paid advertising opportunities

AdWords

Facebook paid advertisingPay per 1000impressionsPay per click

Facebook paid advertising

Ostokset.ﬁ10€ monthly fee0,011€ per product(max 20€)0,004€ per page view(max 20€)

FruugoNo ﬁxed feesCommission free

Hintaseuranta.ﬁPricing variesPopular amongst techproducts

Part 4Facebook

Facebook fan page

Landing tab

Post content via RSS Disclaimer: Hand created posts are way better thou

Facebook fan pageUpdates Multimedia rocks!

Integrating Facebook onyour site Pshhh: Vercco could add “Like” and “Like us on Facebook” widgets to front page :)

How to get fansHold a contestIntegrate Facebook on your sitePromote your page using Facebook adsAsk current customers to join you on FacebookOffer discounts to Facebook users onlySuggest your page to your friendsDisplay URL in ofﬂine marketing material

How to calculate ROI forFacebook fans?

Part 5Gather large opt-in mailing list

Newsletters are not deadSend valuable information to your customersSend latest user stories and testimonials You do collect testimonials, right?Inform about upcoming productsSend out product reviewsAsk customers to send feedback

Easy to get started Free for 3000 emails per month Supports RSS driven campaigns Easy to use Supports Google Analytics Supports social media integration MailChimp

Part 6Analyze analyze analyze analyze analyze...

Facebook statistics (Fan page)

Facebook statistics (Website)

Google webmaster toolsShould reﬂect keywordsyou want to rank for

Google webmaster tools

Google Analytics

Google Analytics - Email

Google Analytics - Goals

Google AnalyticseCommerce

Google Analytics Alerts

Woorank

Google Web OptimizerTutorial on how to use Google Web Optimizer

UserFly

Woopra

Part 7Make it a habit

Morning routine1 Post on social networks and connect with people2 Create content3 Get backlinks (links to your site from other sites)

Part 8Additional resources

Additional resources Google Webmaster Forum Search Engine Land Woorank Website grader Social mention Google AdPlanner Google search based keyword tool Google keyword tool

Thank you!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed www.lumolink.com

Image creditshttp://www.ﬂickr.com/photos/pomo/2699338392/http://www.sxc.hu/photo/1111981http://www.sxc.hu/photo/1224529http://www.sxc.hu/photo/1182577http://www.sxc.hu/photo/1236402

Online marketing for eCommerce

by LumoLink on Sep 02, 2010

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Online marketing for eCommerce — Presentation Transcript