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Boosting Product
Discovery for SMBs
Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
Joelle Irvine
➔ 13+ years of experience, both agency and brand-side
➔ Growth strategies for B2B, B2C & eCommerce
brands
➔ ...
@TurnDigi
You’re a small business...
@joelleirvine
So, how do you compete?
@joelleirvine
Opportunities to increase discovery
1. Knowledge Panel
2. Images
3. More Video!
4. Google Shopping
5. Other Platforms & So...
1. Claim Your Knowledge Panel
@TurnDigi
@joelleirvine
...No Knowledge Panel?
@TurnDigi
@joelleirvine
NEW GMB Messaging Features!
@TurnDigi
@joelleirvine
2. Optimize Images
@TurnDigi
@joelleirvine
2. Optimize Images
@TurnDigi
But how? Think user first!
• File names
• Alt text
• Title tags
• Meta descriptions
• Caption...
2. Optimize Images
@TurnDigi
Product images should:
• Be on brand
• Be clutter-free
• Have a clear focal point
• Provide c...
3. More Video!
@TurnDigi
@joelleirvine
3. More Video!
@TurnDigi
But how?
• Search to find out what
“People also ask”
• UGC: Ask your customers
for video reviews
...
4. Free Google Shopping Listings
@TurnDigi
@joelleirvine
@TurnDigi
@joelleirvine
4. Google Shopping Listings
@TurnDigi
But how?
• Read guidelines
• Create & upload feed to GMC
• Make sure that your data
...
5. Other Platforms & Social Commerce
@TurnDigi
Everlane
Instagram
Store
Adidas
Pinterest
Shop
@joelleirvine
5. Other Platforms...
@TurnDigi
Image source: Rayban Instagram
But how to be discovered?
• Sync your database
• Be real
• ...
@TurnDigi
Start with one idea and test it.
@joelleirvine
@TurnDigi
Adapt and then add on.
@joelleirvine
@joelleirvine
Thank you
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Boosting Product Discovery for Small Businesses | Turn Digi

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With many small (and local) businesses recently adapting to selling online, it can be hard to compete with those that have been doing it for years. In this session, Joelle shares five opportunities for smaller brands and their products to be discovered in search and the best way to implement them.

Presented live at Turn Digi on July 2, 2020.

View recording: https://youtu.be/pCdJf8uSW9M

Sign up to Joelle's newsletter for monthly insights on content, SEO, social media and eCommerce: https://joelleirvine.com/newsletter-sign-up/

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Boosting Product Discovery for Small Businesses | Turn Digi

  1. 1. Boosting Product Discovery for SMBs Joelle Irvine Executive Growth Marketer @joelleirvine | joelleirvine.com
  2. 2. Joelle Irvine ➔ 13+ years of experience, both agency and brand-side ➔ Growth strategies for B2B, B2C & eCommerce brands ➔ Currently speaking at industry events about content strategy, social commerce, and visual search ➔ I love spending as much time as possible outside: rain, snow or sunshine! (x10 since March) @TurnDigi @joelleirvine
  3. 3. @TurnDigi You’re a small business... @joelleirvine
  4. 4. So, how do you compete? @joelleirvine
  5. 5. Opportunities to increase discovery 1. Knowledge Panel 2. Images 3. More Video! 4. Google Shopping 5. Other Platforms & Social commerce @joelleirvine
  6. 6. 1. Claim Your Knowledge Panel @TurnDigi @joelleirvine
  7. 7. ...No Knowledge Panel? @TurnDigi @joelleirvine
  8. 8. NEW GMB Messaging Features! @TurnDigi @joelleirvine
  9. 9. 2. Optimize Images @TurnDigi @joelleirvine
  10. 10. 2. Optimize Images @TurnDigi But how? Think user first! • File names • Alt text • Title tags • Meta descriptions • Captions • URLs Image source: Longchamp @joelleirvine
  11. 11. 2. Optimize Images @TurnDigi Product images should: • Be on brand • Be clutter-free • Have a clear focal point • Provide context • Be high-quality • Include multiple angles • Add value. If not, remove! Image source: Frank And Oak @joelleirvine
  12. 12. 3. More Video! @TurnDigi @joelleirvine
  13. 13. 3. More Video! @TurnDigi But how? • Search to find out what “People also ask” • UGC: Ask your customers for video reviews • Add videos (& reviews) on product pages • Test to see if it adds value @joelleirvine
  14. 14. 4. Free Google Shopping Listings @TurnDigi @joelleirvine
  15. 15. @TurnDigi @joelleirvine
  16. 16. 4. Google Shopping Listings @TurnDigi But how? • Read guidelines • Create & upload feed to GMC • Make sure that your data is always up-to-date • Use enhanced listings if available (currently in US only) @joelleirvine
  17. 17. 5. Other Platforms & Social Commerce @TurnDigi Everlane Instagram Store Adidas Pinterest Shop @joelleirvine
  18. 18. 5. Other Platforms... @TurnDigi Image source: Rayban Instagram But how to be discovered? • Sync your database • Be real • Post lifestyle content • Entertain, inspire & educate • Create video • Go Live • Leverage TikTok @joelleirvine
  19. 19. @TurnDigi Start with one idea and test it. @joelleirvine
  20. 20. @TurnDigi Adapt and then add on. @joelleirvine
  21. 21. @joelleirvine Thank you

With many small (and local) businesses recently adapting to selling online, it can be hard to compete with those that have been doing it for years. In this session, Joelle shares five opportunities for smaller brands and their products to be discovered in search and the best way to implement them. Presented live at Turn Digi on July 2, 2020. View recording: https://youtu.be/pCdJf8uSW9M Sign up to Joelle's newsletter for monthly insights on content, SEO, social media and eCommerce: https://joelleirvine.com/newsletter-sign-up/

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