Holiday E-Commerce Marketing Webinar Slides

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What e-commerce sites can do right now to cash in on the online holiday shopping rush, and a high level overview of setting e-commerce internet marketing strategy.

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Holiday E-Commerce Marketing Webinar Slides

  1. 1. E-Commerce OptimizationTurn today’s click into tomorrow’s profit.
  2. 2. Agenda • Long Term • Integrating Online and Offline • The Customer Experience • Building Best Practices• Short Term • Getting Found • Converting Visitors • Optimizing Results
  3. 3. Sharing is Caring.• You-Tube.com/user/minternetmarketing• Webinar Twitter hashtag: #MiMecommerce• Carole: @minetmarketing• MiM: @mahoneyinternet
  4. 4. Lessons from Offline• Customers are looking for: • Price • Service • Availability • Convenience
  5. 5. Customer Experience
  6. 6. How does youronline store treat your shoppers? • Easy browsing • Visual comparison • Talk to other shoppers • Give them something free (before they leave.) Photo Credit: theshopfloorproject.blogspot.com
  7. 7. PROSPECT RAPPORT OPPORTUNITIES QUALITY TO OPTIMIZE CLOSEThe Funnel (s)
  8. 8. Internet Marketing StagesHow to create your own best practices.
  9. 9. Santa’s WorkshopThink Do ReviewWho? Copywriting AnalyticsWhat? Social Communities TestWhy? Email Correspondence OptimizeWhere? PPC, Design, etc.. Refine
  10. 10. Rudolph to the RescueGet Found Convert Optimize SEO Visitors ResultsInbound Links Automated Marketing Social Closed Loop Analytics Behavior Marketing Advanced Landing Mobile Customer Reviews Video Page Testing Blogs PPC Forms
  11. 11. Think (Strategies) Search Get Social PPC Email Found Mobile Affiliate Partners Do (Tactics) On Page & Off Page SEO Blogs Inbound Links Social (networking & ads) Ads (PPC, Groupon, etc) Landing Pages Mobile (website, SMS) Review (Analytics) Top of Funnel
  12. 12. How can I speed up the claims I process? David- Business Claims Manager Buying Stage- Attention Linear Metrics: Analytics -Traffic SourcesTactics Prospect Driving Points -Social Media Reach -Inbound links SEO Social Media Blogs Search: claim Question: claimAction Tags: claims management best management best Linear Metrics: processing practices practices Analytics -Top Landing Page Page Entity -Top Content Funnel Entry Point -Traffic Source to Page Get Found- Top of Funnel Home Page Blog post topic: claim management best practices -Cost per visitor Analytics Non-Linear Waypoints and Points of Resolution Metrics -Funnel Abandonment points Who else has used this process/ product? -page views by Which product/ What can this What credentials/ How long does path serivce is the product do that expertise does this implementation take? best fit? others cant? company have? What can I expect? How will this help me do my job better? Linear Metrics: -Page Software conversion rate Customer Implementation Resource/ Professional Customer feature/benefit Software -Conversion list About Us Process diagram Associations testimonials comparison benefit by role Page Entity and checklist Funnel sheet abandonment CTAs rate Analytics -Video plays, Conversion stops Micro Conversion Events -Blog Goals subscribers Webinar - # of downloads Download/ Registration Download Video Subscribe Mailing List Watch Case Study Demo to Feed Presentation Analytics Linear Metrics: Lead Nurturing Campaigns -Open Rate -CTR -Forward rate -Unsubscribe rate
  13. 13. Clark- you said Get Found Do: On Page & Off Page SEO you wanted... On Page SEO Product Descriptions Headlines and sub-headlines Hyperlinks Alt tags Off- Page SEO Title Tags Meta- Description Keyword tags Alt tags
  14. 14. On & Off Page SEO Example
  15. 15. Duplicate Content= -SEO + -Conversion
  16. 16. Get Found Do: Blogs Headlines and sub-headlines Hyperlinks Alt tags Title Tags Meta- Description Keyword tags Alt tags
  17. 17. Get Found with Blog Content
  18. 18. Blog Example: How to Use Your Products
  19. 19. Blog Example: Thought Leadership
  20. 20. Blog Example: Education
  21. 21. Get Found Do: Inbound Links Social Sharing
  22. 22. Get Found Do: Social Sharing Social Sharing
  23. 23. Ads Get Found Do: Social Networking Ads
  24. 24. Social Media Ad Targeting Help others find the perfect gift.
  25. 25. Get Found Do: Paid Ads
  26. 26. Get Found Do: Landing Pages Approved Logo Header Graphic Account Login Link Home Products Catalog Installation and Specifications About PCA Products Learn More on BlogYou are in: Products Catalog > Custom Screen Doors Learn more about how the Adjustable Beauty that stands and Easy Installation of PCA Doors can save you lots of headaches down CLose up photo of doors in a home. the test of the road. weather and time. Quality, Durability and Style The PCA Warranty Photo gallery Module / video of product Build Your Screen Door doors Order Your Screen Door The hidden benefits of high- quality Content Area custom screen doors. Install Your Screen Door
  27. 27. Get Found Do: Mobile Website & Landing PagesAppAdsVideo
  28. 28. Get Found Do: Mobile App
  29. 29. Review: Top of Funnel Analytics Visit Sources Top Keywords Referring Sites CTR of Ads Social Media Reach Top Content Pages Top Exit Pages Bounce Rates
  30. 30. ConvertThink (Strategies) Personas Visitors Persuasive Momentum Automated Behavior Marketing Do (Tactics) Unique Landing Pages Automated Marketing Customer Reviews Blogs Unique Product Photos & Descriptions Confirmation Page CTAs Review (Analytics) Middle of the Funnel
  31. 31. How can I speed up the claims I process? David- Business Claims Manager Buying Stage- Attention Linear Metrics: Analytics -Traffic SourcesTactics Prospect Driving Points -Social Media Reach -Inbound links SEO Social Media Blogs Search: claim Question: claimAction Tags: claims management best management best Linear Metrics: processing practices practices Analytics -Top Landing Page Page Entity -Top Content Funnel Entry Point -Traffic Source to Page Blog post topic: claim -Cost per visitor Home Page management best practices Analytics Non-Linear Waypoints and Points of Resolution Metrics -Funnel Abandonment points Who else has used this process/ product? -page views by Which product/ What can this What credentials/ How long does path serivce is the product do that expertise does this implementation take? best fit? others cant? company have? What can I expect? How will this help me do my job better? Linear Metrics: Convert Visitors- Middle of Funnel -Page Software conversion rate Customer Implementation Resource/ Professional Customer feature/benefit Software -Conversion list About Us Process diagram Associations testimonials comparison benefit by role Page Entity and checklist Funnel sheet abandonment CTAs rate Analytics -Video plays, Conversion stops Micro Conversion Events -Blog Goals subscribers Webinar - # of downloads Download/ Registration Download Video Subscribe Mailing List Watch Case Study Demo to Feed Presentation Analytics Linear Metrics: Lead Nurturing Campaigns -Open Rate -CTR -Forward rate -Unsubscribe rate
  32. 32. Convert Visitors: ThinkPersonasPersuasive MomentumAutomated Marketing
  33. 33. Convert Visitors Do: Unique Landing Pages Product Descriptions Headlines and sub-headlines Customer Reviews Unique Product Photos & Descriptions Visual Comparisons Socialize
  34. 34. Convert Visitors Do: Unique Landing Pages- Example
  35. 35. Convert Visitors Do: BlogsProduct How- To and TipsPoints of ResolutionWayward PointsSocialize
  36. 36. Convert Visitors Do: Confirmation Page CTAs Always be SellingSocial Media FollowsRelevant Blog ArticlesFree stuff!Cross- SellingUp-selling
  37. 37. Convert Visitors Do: Automated Marketing Not just for search engines.Product How- To and TipsPoints of ResolutionWayward PointsSocialize
  38. 38. Convert Visitor- Review: Middle of the Funnel
  39. 39. Think (Strategies) Optimize A/B Testing Multivariate Testing Results Shopping CartAbandonment Testing Do (Tactics) Closed Loop Analytics Smarketing Advanced Landing Pages Integrated Campaigns Review (Analytics) Bottom of the funnel
  40. 40. Page Page Entity -Top Content Funnel Entry Point -Traffic Source to Page Blog post topic: claim -Cost per visitor Home Page management best practices Analytics Non-Linear Waypoints and Points of Resolution Metrics -Funnel Abandonment points Who else has used this process/ product? -page views by Which product/ What can this What credentials/ How long does path serivce is the product do that expertise does this implementation take? best fit? others cant? company have? What can I expect? How will this help me do my job better? Linear Metrics: -Page Software conversion rate Customer ImplementationResource/ Professional Customer feature/benefit Software -Conversion list About Us Process diagram Associations testimonials comparison benefit by rolePage Entity and checklist Funnel sheet abandonment CTAs rate Analytics -Video plays, Conversion stops Micro Conversion Events -Blog Goals subscribers Webinar - # of downloads Download/ Registration Download Video Subscribe Mailing List Watch Case Study Demo to Feed Presentation Analytics Linear Metrics: Lead Nurturing Campaigns -Open Rate -CTR -Forward rate -Unsubscribe rate Read blog posts Watch presentation Download Presentation slides Optimize Results- Bottom of Funnel Watch videos Case study Watch videos Watch presentation Watch videos Download Case study Download Case study Download Case study Webinar Signup Webinar Signup Webinar Signup Watch videos Request a live demo and/or Start a free 30 day trial Linear Metrics: Analytics -Conversion Macro Conversions Events Rate -CPL -Lead to Closed Business Ratio
  41. 41. Optimize Results- Review: Bottom of the Funnel
  42. 42. Who doesn’t love a contest? • Only those in attendance eligible. • Must have a product and a process. • Be able to answer how it will effect your business long term.

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