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A Blueprint To Blowing Up A Site


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Learn how to explode your online business using a multi channeled approach with a case study taking a site from creation to over 3000 Facebook fans, first page of Google, and multiple sales per day.

Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers, Other
Niche/vertical: Strategy

Joshua Ziering, Owner, Full Speed Marketing (Twitter @JoshuaZiering)

Published in: Business, Technology
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A Blueprint To Blowing Up A Site

  1. 1. Blowing Up Your Online Business: Lessons From The Trenches <ul><li>Joshua Ziering </li></ul><ul><li>Owner , Full Speed Marketing </li></ul><ul><li>@JoshuaZiering </li></ul>
  2. 2. How did we end up here?
  3. 3. Jumping In On A Trend
  4. 4. “ Black and Yellow” Makes Green
  5. 5. Correlation Or Causation?
  6. 6. Why Snapback Hats? <ul><li>Small Product, Low Cost, High Margin </li></ul><ul><li>High Search Volume (74k In March, 90k Now) </li></ul><ul><li>Heavy Ties To Pop Culture </li></ul>
  7. 7. Tenets Of Our Business <ul><li>Super Flexible Return Policy? </li></ul><ul><li>MIT's Sloan Management Review </li></ul><ul><li>featured an article from J. Petersen </li></ul><ul><li>And V. Kumar. They monitored an </li></ul><ul><li>online apparel company for two </li></ul><ul><li>years. What did they find? </li></ul>MIT Sloan Managment Review
  8. 8. Tenets Of Our Business <ul><li>Same company. </li></ul><ul><li>Two different years. </li></ul><ul><li>Strict vs. Lenient Return Policy </li></ul><ul><li>DOUBLED Referrals .8 vs 1.6 </li></ul><ul><li>Average Purchase Increased 30% </li></ul><ul><li>Average Profit Increased </li></ul>MIT Sloan Managment Review
  9. 9. Tenets Of Our Business <ul><li>Did it work for us? </li></ul><ul><li>In 4 months.... </li></ul><ul><li>1 Return </li></ul><ul><li>1 Chargeback </li></ul><ul><li>1 Almost Fraud </li></ul>
  10. 10. Tenets Of Our Business <ul><li>Great Pictures </li></ul><ul><li>Great Service </li></ul><ul><li>Easy to use cart. </li></ul>
  11. 11. Tenets Of Our Business <ul><li>Minimal 1 Page Check Out </li></ul><ul><li>NO CC Without Product </li></ul>
  12. 12. Tenets Of Our Business <ul><li>Minimal 1 Page Check Out </li></ul><ul><li>NO CC Without Product </li></ul>
  13. 13. Promoting Our Site <ul><li>Exact Match Domain </li></ul><ul><li>Twitter (Fail) </li></ul><ul><li>Facebook </li></ul>
  14. 14. Facebook <ul><li>Have awesome pictures. </li></ul><ul><li>Watermark it. </li></ul>
  15. 15. Facebook
  16. 16. Facebook <ul><li>Consider NOT touting your </li></ul><ul><li>brand but your product. </li></ul><ul><li>Passionate engagement. </li></ul><ul><li>Let the community decide </li></ul><ul><li>on standards. </li></ul>
  17. 17. Facebook Sidebar Picture <ul><li>Identify with the fan. </li></ul><ul><li>Extoll benefits. </li></ul><ul><li>Clear CTA </li></ul><ul><li>Minor Plug To Site </li></ul><ul><li>“ Battlecry” </li></ul><ul><li>People still asked </li></ul><ul><li>Where to buy hats. </li></ul>
  18. 18. Facebook Posts and Engagement <ul><li>Ask questions to create </li></ul><ul><li>engagement. </li></ul><ul><li>Create a FB Fan Deal. </li></ul><ul><li>Don't hide your page behind a like. </li></ul>
  19. 19. Facebook Posts and Engagement Know Your Audience.
  20. 20. Facebook Posts and Engagement Know Your Audience.
  21. 21. Facebook Posts and Engagement Know Your Audience.
  22. 22. Facebook Advertising <ul><li>Know Your Audience. </li></ul><ul><li>Started advertising one night with $5. </li></ul><ul><li>Targeted two rappers, urban clothing stores, and young people. </li></ul><ul><li>When ad started running, budget was gone in less time than it took to update. </li></ul>
  23. 23. Facebook Advertising The Ad
  24. 24. Facebook Advertising The Other Ad
  25. 25. Facebook Advertising The Ad <ul><li>Drive people to the fan page. </li></ul><ul><li>Foster the idea of community. </li></ul><ul><li>Identify their likes. Targeted </li></ul><ul><li>advertising remember? </li></ul>
  26. 26. Facebook Advertising The Ad <ul><li>.08 CPM </li></ul><ul><li>About .10 per Like </li></ul><ul><li>Insanely Cheap For Repeat Marketing </li></ul>
  27. 27. Facebook Advertising Refining The Ad <ul><li>Use Facebook analytics </li></ul><ul><li>Look for top clicks in Gender, Region. </li></ul><ul><li>Make new ads targeting those people. </li></ul><ul><li>Use Small Budget CPC to test, </li></ul><ul><li>CPM to run. </li></ul>
  28. 28. Bolstering Facebook Side Notes <ul><li>Include a handwritten note that the </li></ul><ul><li>best deals are on our FB page in each </li></ul><ul><li>order. </li></ul><ul><li>Beware people spamming. Handle them </li></ul><ul><li>quietly and discreetly. </li></ul><ul><li>Targeting is an acquired skill. Practice. </li></ul>
  29. 29. Bolstering Facebook Side Notes <ul><li>TRACK EVERYTHING. </li></ul><ul><li>TRACK EVERYTHING. </li></ul><ul><li>TRACK EVERYTHING. </li></ul><ul><li>Google Analytics </li></ul><ul><li>Get Clicky </li></ul><ul><li>Specific Coupon Codes </li></ul>
  30. 30. Bolstering Facebook Side Notes <ul><li>Let people think they're “getting one </li></ul><ul><li>over on you”. Canadians in particular. </li></ul>
  31. 31. Bolstering Facebook Side Notes <ul><li>Use the social </li></ul><ul><li>widget to build </li></ul><ul><li>social proof </li></ul><ul><li>directly into </li></ul><ul><li>your website. </li></ul>
  32. 32. How Important is Facebook ?
  33. 33. How Did It End Up? 7,500 fans. 150 new fans/week organically. The day after GQ emails us – the trend was being brought to the firing sqad.
  34. 34. Thank You Comments? Questions? Haters? Joshua Ziering @JoshuaZiering [email_address]