Have a happy holiday! 38 tips to sell more stuff
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Have a happy holiday! 38 tips to sell more stuff

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My Vocus webinar presentation, annotated. Lots of tips if you're trying to do better sales-wise during this holiday e-commerce season.

My Vocus webinar presentation, annotated. Lots of tips if you're trying to do better sales-wise during this holiday e-commerce season.

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    Have a happy holiday! 38 tips to sell more stuff Have a happy holiday! 38 tips to sell more stuff Presentation Transcript

    • HAVE A HAPPY HOLIDAY38 TIPS TO SELL MORE STUFF Ian Lurie @portentint ian@portent.com This  is  the  annotated  version  of   my  Vocus  ‘marke6ng  for  the   holidays’  presenta6on.  
    • I  do  these  presenta6ons  and  the  annota6ons  for  free.  I  get  paid  nada.  Nuthin’.  Bupkus.  You  can  give  me  a  6p,  though:      If  you  like  this  or  other  presenta6ons  I’ve  done,  you  should  follow  me  on  TwiCer:  @porten6nt    Or,  tweet  about  this  presenta6on,  favorite  it  on  SlideShare…  you  get  the  idea.  You  can’t  help  me  feed  my  kids,  but  you  can  sure  feed  my  ego.  
    • This  is  the  link  bundle.  Everything   I  talk  about  in  this  presenta6on  is   there.  portent.co/holidayecom (Yes, use .co, not .com)
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    • To  set  the  tone  for  all  this,  I  need   to  do  a  quick  flashback.  Waaaay   back  when,  in  the  1980s  and  90s,   I  raced  bicycles…  FLASHBACK EFFECT HERE
    • At  the  6me,  the  highest-­‐performance  op6on  for  road  racing  bikes  was  this  kind  of  6re  called  a  tubular  or  sew  up.  You’d  glue  the  6re  right  to  the  rim,  and  that  glue  was  the  primary  bond.      What’d  that  mean?  Well,  you  could  train  all  year  for  the  big  race,  put  in  tons  of  prepara6on,  etc.,  but  if  you  did  a  lousy  job  gluing  on  the  racing  6re…  
    • …all  that  prepara6on  was  for  naught.    
    • Lots  of  thoughts  go  through  your  head  as  you  see  the  6re  come  off  the  rim  and  you  begin  a  graceful,  buC-­‐over-­‐teakeCle  somersault  over  your  handlebars.  
    • NOOOOOOOOOOOOOOOOOOOO Including  some  obvious  ones.  
    • BUT WE’VE PREPARED ALL YEAR!!! But  the  one  that  you  have  for  weeks  aXer  is:   “I  prepared  all  year  for  this!!!!  And  I  lost   because  my  @)#($*!@#  6re  came  off!!!???”   Well,  yeah.  I  missed  a  cri6cal  detail,  and   paid  for  it  with  several  yards  worth  of  skin   and  badly  abraded  pride.  
    • Holiday  e-­‐commerce  is  awfully  similar.  You   can  prepare  all  year,  but  if  you  miss  an   important  detail  or  two,  all  you’ll  have  aXer   the  holidays  is  a  sense  of  regret  and  some   hard  lessons.  BUT WE’VE PREPARED ALL YEAR!!!
    • 1.  Shopping days2.  Tune up3.  E-mail4.  Social It’s  now  mid-­‐November.  You  need  to  focus   on  four  crucial  areas  to  be  ready  for  the   biggest  e-­‐commerce  season  of  the  year.  I’m   going  to  go  through  30  6ps  that’ll  help  you   do  just  that.  
    • KNOW THE SHOPPING DAYSFirst  off,  know  when  and  why  folks  are  going  to  hit  your  store,  and  what  to  do  to  capitalize.  
    • 1 CYBER MONDAY When: 11/26/2012 Why: Deals & sales $1.25 billion in online sales Cyber  Monday  is  the  online  equivalent  of   Black  Friday.  It’s  when  a  lot  of  online   retailers  hold  their  biggest  ‘door  buster’   sales.  Historically,  it’s  the  top  day  of  the   holiday  season.  
    • 1 Growing consumer interest And  consumer  interest  in  the  whole   phenomenon  just  keeps  going  up.  This  is  the   search  growth  to  December,  2011  for   ‘Cyber  Monday  Deals’.  Uh-­‐huh.  
    • 2 HAVE A CYBER MONDAY PAGE So,  first  off,  you  want  to  ensure  people   know  you’ve  got  some  deals  for  Cyber   Monday.  The  way  to  do  that  is  with  a  simple   page  on  your  site.       You  do  not  have  to  show  what  the  deals  are   going  to  be  yet.  You  can  have  a   countdown…  
    • 2 …or  a  simple  page  like  this  one  on   Sears.com.  
    • 2 …or  even  simpler.  Here’s  Target’s  page.  Nothing   fancy.  Just  a  brief  message.  The  most  important   thing  is  that  you  have  a  page.       And  never  take  it  down.  AXer  the  holidays,  put  up   a  placeholder  like  “Sorry  you  missed  Cyber   Monday  2012,  but  we’ll  be  back  in  2013!”  
    • 2 Why?  First,  because  it’s  beCer  for  customers,  because   you  give  them  op6ons.  Second,  it  gives  you  a  chance   of  star6ng  to  rank  for  your  product/brand  +  ‘cyber   Monday  deals’.  Which  you  want,  because  it’ll   generate  a  LOT  of  revenue.  
    • 2   Don’t  have  6me?  Really?  Even  to  do  something  super-­‐simple  like  this?  If  you  have   an  e-­‐mail  newsleCer,  just  create  a  simple  signup  page  like  this  one  that  I  sketched   out.       I’m  not  going  to  go  into  page  design  101  here,  but  you’ll  note  the  simplicity  of  any   good  Cyber  Monday  page.  Go  with  it.  The  simpler  it  is,  the  easier  it  is  to  maintain,   and  the  easier  it  is  for  your  customers  to  read.  
    • 3 THE 1ST MONDAY & TUESDAY When: 12/3/2012 & 12/4/2012 Why: Thanksgiving recovery $2.285 billion in online sales The  next  key  dates  are  the  first  Monday  &  Tuesday  in  December.  It  seems  as  if   folks  are  back  at  work  aXer  the  Thanksgiving  weekend,  caught  up,  and  ready  to   start  shopping.  I  don’t  suggest  anything  specific  for  this.  Just  be  aware  of  the   dates,  follow  the  rest  of  the  6ps  in  this  webinar,  and  you’ll  be  well-­‐posi6oned.  
    • 4 GREEN MONDAY When: 12/10/2012 Why: eBay’s biggest day $1.133 billion in online sales Green  Monday  is  another  big  one.  The  2nd  Monday  in  December.  There’s  nothing   super-­‐special  about  this  date,  except  that  it’s  historically  eBay’s  biggest  sales  day,   and  the  4th  biggest  online  sales  day  of  the  holiday  season.    
    • 5 HAVE A GREEN MONDAY PAGE You  want  to  have  a  Green  Monday  page!!!  Again,  keep  it  simple.  You  can  use  your   Cyber  Monday  page  as  a  template  if  you  want.  
    • 6 FREE SHIPPING DAY When: 12/17/2012 (approximately) Why: Last day of guaranteed delivery $1.072 billion in online sales Finally:  Free  shipping  day  is  the  last  day  most  businesses  will  guarantee  delivery   before  Christmas  Day,  with  free  shipping.  It  can  generate  a  huge  burst  of  sales,  but   you  have  to  really  get  the  word  out.  
    • 7 FREE SHIPPING DAY Tell everyone about it. Pester,  nag  and  otherwise  remind  current  customers  (especially  those  who  haven’t   made  a  purchase  yet)  that  free  shipping  day  is  approaching.  Same  in  social  media.   Nothing  makes  people  madder  than  finding  out  they  were  a  day  late,  and  that  you   never  no6fied  them.  
    • TUNE UP YOUR SITEFirst  off,  know  when  and  why  folks  are  going  to  hit  your  store,  and  what  to  do  to  capitalize.  
    • NERDY SPEED STUFF
    • 8 COMPRESS IMAGES Chances  are,  you’ve  got  images  on  your   site  that  are  needlessly  bloated.  If  you  can   compress  them  even  a  liCle  bit  beCer,  you   can  save  a  lot  of  6me.  
    • 8 115 kb Take  this  cool  dude.  He’s  a  photograph.  In   his  current  state,  he’s  115kb.  Which  is   humungous.  
    • 8 18 kb But  you  can  do  it  even  more  easily.  
    • Install  Google  Chrome  on  your  computer,  if  you  haven’t  already.  Then  click  ‘View  >>  Developer  >>  Developer  Tools’  
    • Click  ‘PageSpeed’  
    • Then,  aXer  it’s  done,  click  ‘Op6mize  Images’  
    • PageSpeed  will  give  you  a  list  of  images  that  can  be  beCer  compressed,  and  an  op3mized  version  of  each  image.  Click  ‘See  op6mized  content’…  
    • And  voila.  There’s  your  image,  ready  for  use.  Replace  the  old  image  with  the  new  one  and  you’ve  just  sped  up  your  site.  The  whole  process  takes  less  than  15  minutes  if  you’ve  got  a  page  with,  say,  50  images  on  it.  
    • 9 PUT JAVASCRIPT LAST If  you  have  a  lot  of  javascript  on  the  page,  such  as   analy6cs  code,  drop  down  menus  or  stuff  that  handles   slideshows  and  the  like,  move  that  code  to  the  very   end  of  the  page,  right  before  the  closing  </body>  tag.     That  way,  the  browser  doesn’t  have  to  fire  the  scripts   un6l  later  on,  and  the  page  renders  a  bit  faster.  
    • 10 GET ON A CDN That’s  a  content  distribu6on  network,  in  case  you  were   wondering.  CDNs  speed  up  sites  by  storing  the  most-­‐ used  files  on  a  network  of  servers  op6mized  for  that   purpose.  They  accelerate  file  delivery,  and   automa6cally  choose  the  servers  geographically  closest   to  each  visitor.  
    • 10   I  have  no  special  rela6onship  with  MaxCDN,  except   that  we  use  them  and  have  been  very  happy.  It’s  a  very   easy  setup  process  that  takes  about  5  minutes.  
    • WHY SPEED MATTERS A  quick  interlude  –  you  need  to   understand  how  much  speed  maCers.  
    • Pearson Correlation w/ Revenue 1 Page0.8 Download Time0.6 In  our  tests  over  the  years,  nothing  correlates   more  directly  with  conversion  rates  and  0.4 revenue  than  page  download  6me.  The  faster  a   page  downloads,  the  more  you  sell.   Catalog calls FB Likes on0.2 Posts 0 Page Load Time FB Posts/Day-0.2 Catalogs sent
    • AMAZON Every 100ms improvement in speed yields a 1% increase in revenue Amazon  agrees.  
    • /WHY SPEED MATTERS Speed  improvements  are  some  of  the  easiest   to  make  at  the  last  minute.  LiCle  things  like   image  compression  will  make  your  site  faster   and  improve  the  effec6veness  of  everything   from  your  shopping  cart  to  your  content   marke6ng  efforts.       OK.  End  of  finger-­‐wagging  interlude.    
    • TIDYING UPClean  up  some  basic  stuff,  too.  These  are  things  that,  one  at  a  6me,  chip  away  at  consumers’  trust  in  you  and  your  business.  Fix  ‘em  and  you’ll  see  beCer  conversion  rates.  
    • 11 FIX EVERY BROKEN LINK Xenu Link Sleuth Screaming Frog Fix  busted  links  on  your  site.  Either  Xenu  Link   Sleuth  or  Screaming  Frog  SEO  spider  will  make   the  job  easy.  Both  are  linked  from  the  link   bundle.  
    • 11 It  takes  a  few  minutes  to  run  a  Screaming  Frog   report  and  get  things  working.  
    • 12 HAVE A HELPFUL 404 PAGE Of  course,  you  can  never  fix  every  broken  link.   Other  sites  might  point  links  at  you.  When   that  happens,  you  want  a  friendly  404  error   page  on  your  site.       Nerd  transla6on:  A  ‘404’  error  page  is  the   page  your  site  displays  if  someone  clicks  a   broken  link.  
    • 12 This  is  not  friendly.  It’s  actually  preCy  scary.   My  immediate  thought:  “What  did  I  do   wrong?”    Not  a  good  way  to  start  a   rela6onship  w/  a  company.  
    • 12 This  one  from  Target  is  beCer,  but  not  great.   They  kind  of  abandon  you  with  a  “Try  again”   message.  
    • 12 Zappos  is  beCer.  They  give  me  op6ons.  I’d  like   a  liCle  less  stuff  and  a  liCle  more  clarity,  but   you  get  the  idea.    
    • 13 FIX TYOPS TYPOS Yeah,  you  heard  me.  Go  through  your  site  and   fix  all  those  cringe-­‐inducing  typos  you  haven’t   goCen  to  yet.  Need  help?    
    • 13 There  are  lots  of  tools  that’ll  do  it  for  you.   They  go  site-­‐wide  and  check  for  spelling   errors.  CheckDog  is  one  I’ve  tried  in  the  past,   and  it’s  preCy  slick.  
    • 14 REMOVE DISTRACTIONS Now,  clean  up  all  of  the  distrac6ons  on  your   site.  Any  banner  ads,  text  ads  or  other  stuff   that’s  not  related  to  your  boCom  line  e-­‐ commerce  revenue  must  go  (this  will  speed   things  up,  too)  
    • 14 And,  just  through  the  holidays,  remove  any   popovers,  surveys  and  such.  If  folks  don’t   want  to  do  that,  at  least  test  by  removing  it   for  a  day  or  so.  
    • LEVERAGE THE BEST CONTENT And,  just  through  the  holidays,  remove  any   popovers,  surveys  and  such.  If  folks  don’t   want  to  do  that,  at  least  test  by  removing  it   for  a  day  or  so.  
    • 15 FIND YOUR TOP LANDING PAGES Find  your  top  landing  pages  –  the  pages  folks   use  most  oXen  to  enter  your  site.  
    • 15 FIND YOUR TOP LANDING PAGES Here’s  our  report.  In  Google  Analy6cs  find  it  under  Content   >>  Site  Content  >>  Landing  Pages.  If  we  were  a  retailer,  I’d   want  our  Cyber  Monday  and  other  special  holiday  offers   and  calls  to  ac6on  front-­‐and-­‐center  on  the  top  5  pages,  at   least.  
    • 16 FIND YOUR TOP CONVERSION PAGES If  you’re  tracking  conversions  and  sales  on  your  site  (you   are,  right?!)  then  check  which  pages  perform  best  as  sales   generators.  
    • 16 Once  you  know  them,  again,  put  a  clear  call  to  ac6on  on   those  pages.  
    • 17 DO SOMETHING GOOD Standard  content  marke6ng  won’t  work  fast  enough  at  this   point  to  boost  you  for  the  holidays.  But  focused  ideas  that   join  content,  charity  and  the  holidays  can  be  successful  and   give  organiza6ons  that  need  it  help  right  before  their   biggest  season.  
    • 17 This  was  a  more  general  cause  marke6ng  piece  done  by   Luck  Brand.  I  can’t  give  figures  but  it  was  very  successful.  It   took  less  than  8  hours  to  get  it  together.  
    • 17 But  the  best  effort  would  lead  with  easy  ac6ons,  like  a   ‘like’  on  Facebook  or  an  e-­‐mail  signup,  or  downloading  a   cool  digital  cookbook.  Then  you  can  use  the  list  you  build   for  direct  promo6on.       Full  Circle  could  get  a  lot  more  signups  if  they  said  “We’ll   donate  $10  for  every  cookbook  downloaded”.  
    • PREPARE TO E-MAILNow  your  site’s  ready.  It’s  6me  to  get  ready  to  e-­‐mail  your  customers.  E-­‐mail  is  badly  under-­‐es6mated  and  under-­‐u6lized.  The  ‘house  list’  is  s6ll  the  most  valuable  internet  marke6ng  asset  you’ve  got.  
    • 18 GET EMAIL SIGNUPS If  you  aren’t  gezng  people  to  ‘opt  in’  to  receive  offers  yet,   start  now.  Even  100  or  so  could  help  you  sell  more.  If   you’re  already  gezng  e-­‐mail  addresses  from  folks,  make   sure  the  process  is  working  and  easy.  The  holidays  are  a   great  6me  to  build  that  list,  as  well  as  a  great  6me  to  use  it.  
    • 18 I  love  what  Target  does  here.  It’s  no6cable  but   unobtrusive,  and  it’s  an  easy  call  to  ac6on.  Bet  they  get  a   lot  of  signups.  
    • 19 INTEGRATE EMAIL Integrate  e-­‐mail  marke6ng  into  your  en6re  selling  process.   Don’t  just  have  a  sad  liCle  signup  box  on  your  home  page…  
    • 19 It’s  fine  to  ask  folks  if  they’d  like  to  receive  updates  at  the   end  of  checkout.  Just  DO  NOT  PRE-­‐CHECK  IT.  
    • 19 Link to your CyberMonday page/ signup in your confirmation e-mails! Also  ask  folks  if  they’d  like  to  sign  up  when  you  send  them   their  order  confirma6on.    
    • 20 SCRUB YOUR E-MAIL LIST If  you  can’t  do  all  this  stuff,  you  should  s6ll  work  with  the   list  you’ve  got.  But  chances  are  you  can  add  some  more   addresses  to  your  list  between  now  and  Christmas  Day.  
    • 20 DEVELOP YOUR E-MAIL PLAN Now,  develop  your  holiday  e-­‐mail  marke6ng  plan.  This  is   what  you’ll  do  with  the  e-­‐mails  you  have,  whether  you  add   to  them  in  the  mean  6me  or  not.  
    • 20 1 day prior E-mail 1 Key date E-mail 2 1 day after E-mail 3 I  like  to  build  my  campaigns  around  the  5  big  dates,  like   this:  Send  the  first  ‘reminder’  e-­‐mail  1-­‐2  days  prior  to  the   key  date.  Then  send  an  e-­‐mail  on  the  date,  and  one  a  day   later  saying  you’re  sorry  they  missed  this  one,  but  the  next   one’s  coming  up  on…  
    • 21 CREATE YOUR TEMPLATE Next,  create  a  simple  e-­‐mail  template  you  can  send  to   folks.  By  simple,  I  mean  a  single  message  and  a  single  call   to  ac6on.  Make  a  single  template  you  can  use  again  and   again,  swapping  out  images  and  content.  
    • 21 An  image,  a  headline  and  a  clear  ‘click  here’  will  likely  do   the  trick.  Obviously,  if  you  have  a  designer,  take  advantage   and  get  something  that  looks  decent.  But  speed  and  clarity   are  more  important  at  this  point.  And,  this  whole  thing   only  works  if  the  e-­‐mail  gets  sent.  Otherwise,  you’ll  be   sizng  there  January  1  saying  “But  we  prepared  all  year!”  
    • 22 WRITE A GREAT SUBJECT LINE Write  a  fantas6c  subject  line.  Use  the  right  words.  The   subject  line  determines  if/when  the  email  gets  opened.  
    • 22 Free Shipping Black Friday Cyber Monday % off 30% off 50% off Now Today Last Ends We  know  that  certain  words  and  phrases  in  subject  lines   get  the  most  opens.  These  are  the  top  ones  during  the   holiday  shopping  season.  Use  ‘em.  
    • 23 TEST (OPTIONAL) If  you  have  6me,  test  your  subject  lines.  Create  an   Adwords  ad,  for  example,  and  use  some  of  the  phrases   from  your  subject  line.  Run  different  versions  against  each   other  and  see  which  one  gets  more  clicks.       Or,  when  you  send  the  e-­‐mail,  send  2  different  subject   lines  out  to  two  10%  slices  of  your  list,  then  use  the  one   that  worked  the  best.  Even  if  you  can’t  take  advantage  this   year,  you’ll  have  the  data  for  next  year.  
    • 24 TEST LAYOUT (MANDATORY) Make  sure  you  test  your  e-­‐mail  and  ensure  it’ll  look  OK   when  it  arrives  in  folks’  e-­‐mail  boxes.  Chances  are  that   whatever  tool  you  use  –  MailChimp,  Campaign  Monitor,   etc.  –  has  a  tool  that’ll  render  your  newsleCer  and  show   you  how  it  looks  in  various  e-­‐mail  clients.  Use  them.  
    • 24 EMAILONACID.COM If  you  don’t  have  any  layout  tes6ng  tool  available,  you  can   use  E-­‐mailOnAcid.  It’s  a  nice  tool  that  gives  you  a  quick   rendering.  
    • 25 TEST DELIVERABILITY Also  test  for  deliverability.  All  e-­‐mail  marke6ng  tools  check   for  spam  scoring  based  on  e-­‐mail  layout  and  content.  Use   them,  too.  
    • 25 Here’s  Mailchimp’s  deliverability  report.  
    • 26 RE-SEND TO NON-OPENS When  you  send  out  your  e-­‐mail,  wait  12-­‐24  hours.  Then  re-­‐ send  to  folks  who  didn’t  open  it.  I  know  this  can  be   controversial,  but  to  me  it’s  not  a  big  deal.  I’ve  seen  no   evidence  it  causes  spam  complaints  or  increases   unsubscribes.  And  we’ve  seen  this  improve  overall   campaign  open  rates  by  as  much  as  35%.  
    • 27 WATCH THE UNSUBSCRIBE RATE That  said,  watch  your  unsubscribe  rates.  If  lots  of  people   start  dropping  off,  consider  sending  fewer  e-­‐mails,  or   changing  the  tone.  And  triple-­‐check  the  layout  and  look.  
    • GET SOCIALYou  have  another  house  list:  All  the  folks  who  follow  you  in  social  media.  The  holidays  are  a  great  6me  to  leverage  that  audience.  It’s  also  a  great  6me  to  build  it.  
    • 28   BUY FACEBOOK ADS First  off,  use  Facebook  adver3sing.  It’s  the  best  way  to   reach  the  Facebook  audience.  And  it’s  dirt  cheap.  I  know   folks  will  say  “Oh,  no  one  looks  at  those  ads”.  OK,  then   they  won’t  cost  you  anything!!!  But  if  they  do,  you’ll  get   more  fans.  By  the  way:  Point  those  ads  at  your  Facebook   page,  not  at  your  site.       Don’t  look  to  Facebook  ads  to  generate  1st-­‐click  sales.   Instead,  use  them  to  build  fans  fast  on  Facebook,  then  use   offers  to  get  them  from  Faebook  to  your  site.  
    • 29 UPDATE!!!! And  please,  post  your  offers  to  your  Facebook  6meline.   Make  ‘em  ‘s6cky’  so  they  stay  at  the  top  of  the  page.  Do   the  same  on  TwiCer.  Use  those  top  phrases!  But  don’t  be   quite  as  sales-­‐y  here.  A  liCle  lower  key  is  beCer.    
    • 30 USE IMAGES Use  an  image  or  video  wherever  you  can.  
    • 30 You  can  see  the  higher  engagement  score  for  photos  here.  Far   more  likes  and  the  highest  engagement  score.  Images  work   beCer.  And  how  long  does  it  take  to  snap  a  photo  with  your   phone?  Is  that  worth  another  2  customers?  Probably.  
    • 31 DO A PROMOTED POST Use  the  promoted  posts  ad  unit  on  Facebook  to  get  your  post   into  all  your  users’  streams.  Promoted  posts  show  up  in  your   followers’  feeds  more  oXen  than  non-­‐promoted  ones.     Yes,  I  know  a  lot  of  folks  don’t  like  this.  But  it’s  a  fact  of  life,  and   the  truth  is  that  again,  it’s  not  that  expensive  –  maybe  $.10-­‐.30   per  ac6on  (click  or  like).  
    • 32 USE FACEBOOK CUSTOM AUDIENCES You  can  further  leverage  the  e-­‐mail  list  by  using  Facebook   Custom  Audiences.  With  that,  you  can  upload  a  list  of  e-­‐mail   addresses.  Facebook  then  delivers  ads  based  on  the  list.     Again,  super-­‐targeted,  inexpensive.  Do  it.  
    • 33 USE PINTEREST Use  Pinterest!  Do  a  specials  pinboard.  Etsy  has  a  sale  items   pinboard.  You  can  do  one  for  Cyber  Monday.  Conversion  rates   from  Pinterest  are  very,  very  high.  Again,  small  effort,  solid   poten6al  payoff.  
    • 34 MAKE SHARING A CINCH Finally,  make  it  really  easy  for  folks  to  share  products  and  offers   on  your  site.  Every  visitor  is  a  poten6al  salesperson.  Every  like  is  a   poten6al  adver6sement,  directly  from  one  friend  to  another.  
    • DO WHAT’S ACHIEVABLE That’s  a  lot  of  stuff  –  34  to-­‐dos.  The  real  trick?  Do  something.   Don’t  freeze  up  because  you  can’t  do  all  34.  Pick  the  ones  you  can   do,  and  go  from  there.  
    • MEASURE WHAT WORKS Then  measure  what  you  do.  See  what  sells.  Remember,   everything  you  do  is  learning  for  next  year.  
    • This  list  is  really  all  about  the  liCle  things:  The  links  that  work;  the  e-­‐mail  reminder;  the  easy  Facebook  share.    Keep  the  liCle  things  in  line.  They’re  what  drive  imputed  value  and  build  your  customer  base.    A  few  other  quick  6ps:   IT’S THE LITTLE THINGS  35. Talk  to  your  web  hos6ng  provider.  Make  sure  you’re  not  close  to  your   bandwidth  or  storage  limit.  If  you  are,  raise  it,  or  ask  them  if  they’ll  raise  it  if  you   go  over.  You  don’t  want  your  site  going  dark.    36. Check  your  e-­‐mail  provider,  and  see  where  you’re  at  as  far  as  your  account   limits  there,  too.    37. Make  sure  you’ll  have  a  web-­‐literate  person  available  throughout  the  next  4-­‐5   weeks.    38. If  you  have  spare  6me  (hah)  test  your  site  for  mobile  readiness,  and  see  if  you   can  make  a  few  tweaks  to  make  it  more  mobile-­‐friendly.  Tablets  generate    a  lot   of  sales.  
    • QUESTIONS?portent.co/holidayecom @portentintplus.google.com/+IanLurie portent.com/blog