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Shopify - Build your brand with content marketing.
- 1. 30 min. talk by mariko naber @sellyourstuffonlinenl
- 3. • ZEELAND > SCHEVENINGEN, • GRAPHIC DESIGNER, 1996 • MARK NABER, 1996 • LOADED INK BNO, 1997 • APPLEPIEPIECES, 2008 • SCOTT, 2010 • SELL YOUR STUFF ONLINE, 2014 MARIKO
- 4. sellyourstuffonline.nl WHAT WILL you learn? 1 - DEFINE YOUR NICHE 2 - TARGET YOUR AUDIENCE 3 - BRANDING ON FLEEK 4 - NAIL YOUR CUSTOMER JOURNEY 5 - USE CONTENT MARKETING
- 5. • IF YOU OWN A WEBSTORE OR ONLINE BUSINESS THIS TALK IS FOR YOU sellyourstuffonline.nl
- 6. • IF YOU OWN A WEBSTORE OR ONLINE BUSINESS • OR IF YOU WANT TO START ONE THIS TALK IS FOR YOU sellyourstuffonline.nl
- 7. • IF YOU OWN A WEBSTORE OR ONLINE BUSINESS • OR IF YOU WANT TO START ONE • IF YOU ARE INTERESTED IN HOW TO BUILD A BRAND THIS TALK IS FOR YOU sellyourstuffonline.nl
- 8. 1 - DEFINE YOUR NICHE YOUR TARGET AUDIENCE IS NOT EVERYBODY sellyourstuffonline.nl
- 9. • REMEMBER THE 80/20 RULE: 80% OF YOUR PROFIT IS LIKELY TO COME FROM 20% OF YOUR CUSTOMERS 1 - DEFINE YOUR NICHE sellyourstuffonline.nl
- 10. • REMEMBER THE 80/20 RULE: 80% OF YOUR PROFIT IS LIKELY TO COME FROM 20% OF YOUR CUSTOMERS • IF YOU KNOW YOUR AUDIENCE, YOU KNOW THEIR STRUGGLE 1 - DEFINE YOUR NICHE sellyourstuffonline.nl
- 12. • REMEMBER THE 80/20 RULE: 80% OF YOUR PROFIT IS LIKELY TO COME FROM 20% OF YOUR CUSTOMERS • IF YOU KNOW YOUR AUDIENCE, YOU KNOW THEIR STRUGGLE • RELEVANT. IF YOU KNOW EXACTLY WHO YOU'RE AIMING AT, YOU CAN TELL THEM A STORY THAT APPEALS DIRECTLY TO THEM! 1 - DEFINE YOUR NICHE sellyourstuffonline.nl
- 13. 2 - TARGET YOUR AUDIENCE WHO, WHY, WHAT, WHERE HOW sellyourstuffonline.nl
- 14. sellyourstuffonline.nl • DETERMINE YOUR TARGET AUDIENCE AVATAR 2 - TARGET YOUR AUDIENCE
- 15. sellyourstuffonline.nl • DETERMINE YOUR TARGET AUDIENCE AVATAR • TRY TO PIN POINT EVERY LITTLE DETAIL: GENDER, AGE, LOCATION, RELATIONSHIP, EDUCATION, WORK, HOBBIES, LIFESTYLE ETC. 2 - TARGET YOUR AUDIENCE
- 16. sellyourstuffonline.nl • DETERMINE YOUR TARGET AUDIENCE AVATAR • TRY TO PIN POINT EVERY LITTLE DETAIL: GENDER, AGE, LOCATION, RELATIONSHIP, EDUCATION, WORK, HOBBIES, LIFESTYLE ETC. • IF NECESSARY, MAKE DIFFERENT AUDIENCES FOR A DIFFERENT APPROACH 2 - TARGET YOUR AUDIENCE
- 17. 3 - BRANDING ON FLEEK COMPLETE EXPERIENCE sellyourstuffonline.nl
- 18. • BRANDING PROMOTES RECOGNITION 3 - BRANDING ON FLEEK sellyourstuffonline.nl
- 19. • BRANDING PROMOTES RECOGNITION • A GOOD BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA 3 - BRANDING ON FLEEK sellyourstuffonline.nl
- 20. • BRANDING PROMOTES RECOGNITION • A GOOD BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA • BRANDING HELPS SET YOU APART FROM THE COMPETITION 3 - BRANDING ON FLEEK sellyourstuffonline.nl
- 25. 4 - NAIL CUSTOMER JOURNEY UNDERSTAND THE JOURNEY sellyourstuffonline.nl
- 26. every product or service is a SOLUTION FOR A PROBLEM sellyourstuffonline.nl
- 27. sellyourstuffonline.nl to sell a product or service you need to know WHY YOUR CUSTOMER IS BUYING
- 28. people don't want a drill. sellyourstuffonline.nl
- 29. people don't want a drill. they need a hole in their wall. Theodore Levitt sellyourstuffonline.nl
- 30. people don't want a coffee machine. sellyourstuffonline.nl
- 31. people don't want a coffee machine. they need to wake up in the morning. sellyourstuffonline.nl
- 33. people don't want a bracelet. they need a confirmation of love sellyourstuffonline.nl
- 34. people don't buy information. they buy the PROMISE OF CHANGE sellyourstuffonline.nl
- 36. your customer BUYS THE RESULT which they can achieve by buying your product sellyourstuffonline.nl
- 37. sellyourstuffonline.nlsellyourstuffonline.nl whether you sell a drill, coffee or a bracelet. every CUSTOMER makes a JOURNEY which leads to the much desired order (customer journey)
- 38. buy my product! DOESN'T WORK (most of the time) sellyourstuffonline.nl
- 39. only up to 3% of your audience is willing to order NOW. the other 97% is at the beginning of their journey sellyourstuffonline.nl
- 41. • what is on the customer's mind? • which product would be relevant to them? • how would you present that product? • what is the logical next step? questions for every phase in the customer journey sellyourstuffonline.nl
- 42. make the CUSTOMER JOURNEY as attractive as possible with CONTENT MARKETING sellyourstuffonline.nl
- 43. sellyourstuffonline.nl 5 - USE CONTENT MARKETING 5 STEPS FOR A CONTENT MERKETING STRATEGY
- 44. sellyourstuffonline.nl CONTENT MARKETING creation and sharing of online material (videos, blogs, social media posts) that does not explicitly sell or promote but is intended to stimulate interest and connection
- 45. FIND SPECIFIC TOPICS THAT YOUR DESIRED TARGET GROUP CAN HELP STEP 1 sellyourstuffonline.nl
- 46. CREATE FREE CONTENT FOR YOUR TARGET GROUP (EXAMPLE: BLOGPOST FILLED WITH TIPS CONCERNING A KEY TOPIC + PROMOTE!) STEP 2 sellyourstuffonline.nl
- 47. GIVE AWAY SOMETHING IN EXCHANDE FOR AN EMAILADDRESS (DISCOUNT, HOW-TO, CHECKLIST, FREE SAMPLES + PROMOTE!) STEP 3 sellyourstuffonline.nl
- 48. LEAD THE MAILING LIST THROUGH A SALES PROCES (WELCOME EMAIL WITH A FUN INTRODUCTION AND A FOLLOW UP) STEP 4 sellyourstuffonline.nl
- 49. ATTRACT TRAFFIC, PROMOTE! (ADS, PROMOTION IS EXPOSURE, THE MORE PROMOTION, THE MORE TRAFFIC AND OPPORTUNITY ON SALE) STEP 5 sellyourstuffonline.nl
- 50. sellyourstuffonline.nl look at it as a RELATIONSHIP the CLOSER you are, the more RISK and COMMITMENT you are willing to take/have
- 51. customer journey sellyourstuffonline.nl AWARENESS PHASE DECISION PHASE (CONVER- SION) LOYALTY CONSI- DERATION PHASE REPEAT ORDER COLD MEDIUM WARM HOT
- 52. sellyourstuffonline.nl content, it's a about HOW and WHEN you use it
- 56. example content marketing funnel sellyourstuffonline.nl YouTube video online mini workshop blogpost offer
- 58. sellyourstuffonline.nl one consistent CONTENT MARKETING FUNNEL THAT WORKS can change your online business
- 59. • define your niche and target your audience • set up an awesome webshop (by using Shopify) • make -on a regular basis- great content that attracts your target group • fine tune your funnel and repeat most important things to remember: sellyourstuffonline.nl
- 60. do you want... sellyourstuffonline.nl • to recieve inspiration, motivation and lots of content ideas EVERY week? • to attract (new) customers to buy from you? • an awesome and stickable webstore where people come back to time and time again?
- 61. THE ONLY THING YOU MARKETING NEED IS CONTENT YOUR VERY OWN CONTENT MARKETING COACH THIS FALL from €99,- monthly (x3) GO TO BIT.LY/HERFST18
- 62. Thank you! GO TO BIT.LY/HERFST18 ...AND THANK YOU SHOPIFY!