2. Selling Products Online: Ecommerce
Internet Marketing and Sales Strategies
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JOE APFELBAUM
3. Your Customers are online – are you?
97%
of consumers research products online before
buying
Source: BIA/Kelsey Group, User View Wave VII, May 2010
4. Did You Know?
More than 80% of the online population has used the
internet to purchase something
More than 50% of the online population has shopped
online more than once
50% of e-commerce sites ask for the same information
more than once from shoppers
24% of e-commerce sites require an account to purchase
items
7. What can YOU do to better sell
your products online?
8. Today We’ll Discuss…
AMAZON VS EBAY
WEBSITE VS MARKETPLACES
WEBSITE ROI OPTIMIZATION
SEO (SEARCH ENGINE OPTIMIZATION)
SMO (SOCIAL MEDIA OPTIMIZATION)
SEM (SEARCH ENGINE MARKETING)
CSE (COMPARISON SHOPPING ENGINES)
EMAIL MARKETING
SOCIAL SHOPPING
AFFILIATE NETWORKS
DEALS SITES
9.
10. Website Vs Marketplaces
Amazon Ownes The Customer
Must Use Merchant Svcs
Sell Only Approved Things
Price Driven
You Own The Customer
You Choose Your Merchant Svcs
Sell Anything You Want
Other Competitive Advantages
11. Website ROI Optimization
Straight-forward Homepage
Organized Categories
Detailed Products
Check-Out Cart
Security logos
Call To Action! (above the fold)
Phone/Email/Livechat Options
Clear Shipping Instructions
Order Processing Time
Return Information
12. Onsite SEO: Content and Best Practices
Search Engine Optimization | Content Writing Tips
Makes Your Website Come Up In Make sure to use: relevant
Search Engines keywords; prose that Google won't
recognize as spam; and linkable
Helps Your Business Be Seen content.
Online
Incorporate your keywords into
Gives You Credibility On The your backlinks to reinforce the
Internet keywords for Google.
Allows you to get leads and make
sales Don’t overstuff your text with
keywords. Keywords should be 5 –
7 % of the total copy.
13. SEO: Search Engine Optimization Tips
Blogging: Why should you blog?
• Share information with fellow business people
• Generate back links
• Boosts traffic to your website
• Relatively free online marketing device
• Builds trust of viewers (potential clients)
Press Releases
• http://www.prweb.com/
• http://www.prnewswire.com/
• https://news.google.com/
A few good rules to live by for SEO press releases…
1. Never sacrifice readability when optimizing your press release.
2. Always have a newsworthy angle.
3. Don’t write press releases that read like advertisements.
15. PPC: Pay Per Click
Google AdWords Get started at Google.com/adwords
Search VS Display Networks
• Get relevant traffic to your website.
• Only pay when people come to your site
• Optimize for the keywords that convert
• Target people in your geographic area
• Customize your message
• Spend as much or as little as you like
• Banner advertising can tap into 80% of
users
• Most effective return on adspend
• Measurable ROI
16. CSE: Comparison Shopping Engine
Pricegrabber
Remember to…
Shopzilla 1. Include a Call-To-Action
2. Allow Buying Without Registering
Nextag 3. Improve Product Data
Amazon 4. Install User Surveys
5. Remove Non-Performing Products
Google 6. Ensure Accurate Categorization
Bing
TheFind
17. Email Marketing
Blast emails to opt-in lists
Here are email services that
you can use:
Mailchimp.com
Constantcontact.com
18. Social Shopping
Stylehive
• 77% of Internet users SEARCH on a
Thisnext daily basis
Kaboodle • 71% of online Americans have bought
a product via the web.
• One in three searches has local intent.
19. Affiliate Networks
The Google Affiliate
Network “helps
advertisers increase
online conversions on a
performance basis and
enables publishers to
monetize traffic with
affiliate ads.”
Other Affiliate Networks:
http://www.cj.com/
20. Deals Sites
Groupon ,
LivingSocial, Zulily
68% of daily deal buyers returned to the
establishment even without another
discount.
58% of businesses cited customer
acquisition as the top reason for liking
daily deals.
53% of daily deal buyers went on to
become regular customers.
21. Quick Recap
Website Vs Market Places
Website ROI Optimization
SEO (Search Engine Optimization)
SMO (Social Media Optimization)
SEM (search Engine marketing)
CSE (Comparison Shopping Engines)
Email marketing
Social Shopping
Affiliate Networks
Deals Sites
…Questions, Comments, Concerns?