Marketing your retail website master slide


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Operating an online retail business is not that different than running a traditional "bricks and mortar" shop. Having a good online marketing strategy is essential to your success. This presentation is developed for the Online Retailer Exp and Conference 2010 workshop - Retailers' Essential Guide to E-Retailing Workshop.

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Marketing your retail website master slide

  1. 1. Marketing Your Retail WebsiteContent, Search, Social<br />Sarah Mitchell<br />
  2. 2. Goals for Today<br /><ul><li>Explain the shift in consumer spending habits
  3. 3. Define Content Marketing and describe it’s components
  4. 4. Provide recommendations for a content marketing strategy</li></li></ul><li>Definition<br />Content Marketing:is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.<br />CONTENT MARKETING = EDUCATION<br />
  5. 5. Consumers are Doing Their Own Research<br />Online Publishers – Internet Activity Index<br />Monthly “Time Spent” in Internet Activity Table<br />
  6. 6. 3 Components of Content Marketing<br /><ul><li>Search Engine Optimisation (SEO)
  7. 7. Content
  8. 8. Social Media</li></li></ul><li>Lower Cost Per Sales Lead<br />
  9. 9. SEO<br /><ul><li>25% is on your web page and within your control – KEYWORDS
  10. 10. 75% is off your site where you have less control
  11. 11. Inbound links
  12. 12. External links
  13. 13. Search engine recommendations
  14. 14. Pay Per Click (PPC) ads
  15. 15. Your web designer may not have an SEO focus.</li></li></ul><li>Content<br /><ul><li>People are seeking their own information
  16. 16. The days of self-serving, self-promoting “blah, blah, blah” are over</li></ul>Marketing = Publishing<br />
  17. 17. Social Media<br /><ul><li>Best tools for business
  18. 18. Facebook
  19. 19. Twitter
  20. 20. Blogs
  21. 21. Linked
  22. 22. YouTube
  23. 23. It’s about relationships</li></ul>“Conversation without content is mere networking. Content without conversation is just dead content.” Tipping Point Labs<br />
  24. 24. Online Retail Marketing Strategy<br />Discover what your prospects want<br /><ul><li>KeywordSpy (
  25. 25. Google adwords
  26. 26. Google Alerts</li></ul>Find the intersection between your solution and your prospect’s information needs<br />Develop content to address the deficiency<br />Make yourself findable (SEO)<br />Give your content legs (Social Media)<br />
  27. 27. Develop Original Content<br /><ul><li>Forget features – make it benefit oriented
  28. 28. The drill vs. The hole
  29. 29. eMail vs. meMail
  30. 30. Think like a publisher</li></ul>Support each product/service you offer<br />Target each customer segment<br />Consider vertical markets<br />Use multiple content types<br /><ul><li>If needed, hire writers
  31. 31. Invest in graphic design </li></li></ul><li>
  32. 32. Where Are You? – Tips for SEO<br />Start with a descriptive domain name<br />Provide great content to develop trust<br />Add keywords in titles of all content<br />Ensure relevance between paid search ads and website keywords<br />Use keywords your prospects are using<br />Add location to your website to attract local customers<br />List your company in free online directories<br />Create profiles on LinkedIn, Twitter and Facebook and keep active<br />Blog, blog, and blog some more<br />Never try to trick the search engines. Only use white hat techniques and avoid link farms<br />Invest in SEO services. Focus on the value of the results, not the cost of the service<br />
  33. 33. Leave Your Prints<br />A great way to improve you SEO is to leave comments on blogs, articles and discussion forums.<br />
  34. 34. Social Media – Fad or Trend?<br />
  35. 35. Don’t “Post and Hope”<br />
  36. 36. Benefits of Content Marketing<br /><ul><li>Establishes you as an authority
  37. 37. Tailored to your business
  38. 38. Targets key prospects
  39. 39. Contributes to lead nurturing
  40. 40. Positions you for competitive advantage
  41. 41. Asset-based investment you own
  42. 42. Cost effective </li></li></ul><li>