Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Beating the Big Brands - Practical Ecommerce
Marketing Tips for Independent Retailers
Paddy Moogan
Slides here:
www.aira.net/bira
It can feel like an
impossible task
They have bigger budgets,
teams and resources
They can offer cheaper prices
More sectors are being entered
by larger retailers
It is harder than ever
But, you can still win
I work with brands of
all shapes and sizes
Big brand ≠ perfect
Let’s look at the channels
available to us
Organic search
Organic search
It’s free, but takes time
Paid search (pay-per-click)
Paid search (pay-per-click)
3.8% of searches
resulted in a click
on an ad
Source
Paid search (pay-per-click)
3.8% of searches
resulted in a click
on an ad
Can be expensive, instant traffic
Direct
Direct
Influenced by brand awareness
Organic social
Organic social
Traffic can be very passive
Organic social
You also need an audience
You need an audience
You need an audience
Paid Social Advertising
Paid Social Advertising
Quick, needs good targeting
Email
Email
Very targeted, takes time to build
Display advertising
Display advertising
Cheaper than search, less targeted
Display advertising
But remarketing can work well
Don’t just rely on one
(or even two) channels
Our most successful clients
utilize several channels
It’s about your customers and
their buying process
AgendaBuyer’s JourneyTypical conversion process
AgendaBuyer’s JourneyToo many people focus here (especially big brands)
AgendaBuyer’s JourneyLots of opportunity here
We will come back to this
Digital marketing trends
Google have 88%
market share in the UK
Source
They generally give
the best results
Google have 84%
market share in the UK
Source
Google have 96%
market share in mobile search
Source
77% of mobile searches are in a location
where people have a PC available to them
Source
Source
Mobile search overtaking desktop
82% of smartphone users say
they consult their phones on
purchases they're about to
make in a store
Source
76% of people who conduct a
local search on their
smartphone visit a business
within 24 hours
Source
…and 28% of those people
make a purchase.
Source
Google are moving to a
“mobile first” approach to
assessing your website
Source
But desktop isn’t dead
6 in 10 internet users start
shopping on one device but
continue or finish on a
different one
Source
Source
Source
Source
Source
Source
Source
The way we read content is
changing to be mobile first
We think of it like this
It’s actually more like this
I used to be skeptical of social
as a way to drive revenue for
ecommerce websites
Targeting options provided by
Facebook are scary
(this may change!)
Facebook (and Instagram) are
now very viable channels for
ecommerce websites
It’s also very easy to waste
cash
“What does it all mean for me?”
At least some of you, right now
8 things you can go away and
do tomorrow
Bigger brands can do these
things...
You can do them quicker
You can focus on specific
categories and products
A quick promise…
#1 - Sign up to Google Search Console
Find your most popular product pages...
Click on them to see which keywords rank
well and focus on improving copy on these
pages
#2 – Find mobile friendly problems
#3 – Find site speed problems
#4 – Start building (and using) an email list
Source:
Conversion rates by traffic source
#5 Start using the Facebook pixel
Create audiences for different types of product
Source:
Samsung or Sony
pages
Over £500
#6 – Have customer email addresses?
Use them on Facebook
Upload to Facebook & make a lookalike audience
Upload to Facebook & make a lookalike audience
You can then run ads
against the audience
Create lookalike audiences
based on your customers
AgendaBuyer’s JourneyTargets these stages of the process
#7 – Claim (or maintain) your
Google Local page
Make sure your company name
& address are used consistently
across the web
Ask for reviews on your Google
Business page
#8 – Start producing content that maps to
the customer journey
A purchasing journey is just a
series of questions and problems
Typical conversion process
Research
travel
photography
Look into
best cameras
for travelling
Compare
options
Buy camera
Look at new
lens options
Brea...
What content can you create
to answer their questions
along the way?
What problems, fears and
concerns do your customers
have along the buying process?
Research
travel
photography
Look into
best cameras
for travelling
Compare
options
Buy camera
Look at new
lense options
Cam...
Start writing content based
around the most popular topics
and go read this post
Source
Link
A few things NOT to do
Don’t take risks or shortcuts
with your business
Avoid anyone who
“guarantees” results on Google
Googlers don’t always know how results
look the way they do
Questions?
paddy@aira.net
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers
Upcoming SlideShare
Loading in …5
×

Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers

310 views

Published on

Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers presented by Paddy Moogan at BIRA 2018

Published in: Marketing
  • Be the first to comment

Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers

  1. 1. Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers Paddy Moogan
  2. 2. Slides here: www.aira.net/bira
  3. 3. It can feel like an impossible task
  4. 4. They have bigger budgets, teams and resources
  5. 5. They can offer cheaper prices
  6. 6. More sectors are being entered by larger retailers
  7. 7. It is harder than ever
  8. 8. But, you can still win
  9. 9. I work with brands of all shapes and sizes
  10. 10. Big brand ≠ perfect
  11. 11. Let’s look at the channels available to us
  12. 12. Organic search
  13. 13. Organic search It’s free, but takes time
  14. 14. Paid search (pay-per-click)
  15. 15. Paid search (pay-per-click) 3.8% of searches resulted in a click on an ad Source
  16. 16. Paid search (pay-per-click) 3.8% of searches resulted in a click on an ad Can be expensive, instant traffic
  17. 17. Direct
  18. 18. Direct Influenced by brand awareness
  19. 19. Organic social
  20. 20. Organic social Traffic can be very passive
  21. 21. Organic social You also need an audience
  22. 22. You need an audience
  23. 23. You need an audience
  24. 24. Paid Social Advertising
  25. 25. Paid Social Advertising Quick, needs good targeting
  26. 26. Email
  27. 27. Email Very targeted, takes time to build
  28. 28. Display advertising
  29. 29. Display advertising Cheaper than search, less targeted
  30. 30. Display advertising But remarketing can work well
  31. 31. Don’t just rely on one (or even two) channels
  32. 32. Our most successful clients utilize several channels
  33. 33. It’s about your customers and their buying process
  34. 34. AgendaBuyer’s JourneyTypical conversion process
  35. 35. AgendaBuyer’s JourneyToo many people focus here (especially big brands)
  36. 36. AgendaBuyer’s JourneyLots of opportunity here
  37. 37. We will come back to this
  38. 38. Digital marketing trends
  39. 39. Google have 88% market share in the UK Source
  40. 40. They generally give the best results
  41. 41. Google have 84% market share in the UK Source
  42. 42. Google have 96% market share in mobile search Source
  43. 43. 77% of mobile searches are in a location where people have a PC available to them Source
  44. 44. Source Mobile search overtaking desktop
  45. 45. 82% of smartphone users say they consult their phones on purchases they're about to make in a store Source
  46. 46. 76% of people who conduct a local search on their smartphone visit a business within 24 hours Source
  47. 47. …and 28% of those people make a purchase. Source
  48. 48. Google are moving to a “mobile first” approach to assessing your website Source
  49. 49. But desktop isn’t dead
  50. 50. 6 in 10 internet users start shopping on one device but continue or finish on a different one Source
  51. 51. Source
  52. 52. Source
  53. 53. Source
  54. 54. Source
  55. 55. Source
  56. 56. Source
  57. 57. The way we read content is changing to be mobile first
  58. 58. We think of it like this
  59. 59. It’s actually more like this
  60. 60. I used to be skeptical of social as a way to drive revenue for ecommerce websites
  61. 61. Targeting options provided by Facebook are scary (this may change!)
  62. 62. Facebook (and Instagram) are now very viable channels for ecommerce websites
  63. 63. It’s also very easy to waste cash
  64. 64. “What does it all mean for me?” At least some of you, right now
  65. 65. 8 things you can go away and do tomorrow
  66. 66. Bigger brands can do these things...
  67. 67. You can do them quicker
  68. 68. You can focus on specific categories and products
  69. 69. A quick promise…
  70. 70. #1 - Sign up to Google Search Console
  71. 71. Find your most popular product pages...
  72. 72. Click on them to see which keywords rank well and focus on improving copy on these pages
  73. 73. #2 – Find mobile friendly problems
  74. 74. #3 – Find site speed problems
  75. 75. #4 – Start building (and using) an email list
  76. 76. Source: Conversion rates by traffic source
  77. 77. #5 Start using the Facebook pixel
  78. 78. Create audiences for different types of product Source: Samsung or Sony pages Over £500
  79. 79. #6 – Have customer email addresses? Use them on Facebook
  80. 80. Upload to Facebook & make a lookalike audience
  81. 81. Upload to Facebook & make a lookalike audience
  82. 82. You can then run ads against the audience
  83. 83. Create lookalike audiences based on your customers
  84. 84. AgendaBuyer’s JourneyTargets these stages of the process
  85. 85. #7 – Claim (or maintain) your Google Local page
  86. 86. Make sure your company name & address are used consistently across the web
  87. 87. Ask for reviews on your Google Business page
  88. 88. #8 – Start producing content that maps to the customer journey
  89. 89. A purchasing journey is just a series of questions and problems
  90. 90. Typical conversion process
  91. 91. Research travel photography Look into best cameras for travelling Compare options Buy camera Look at new lens options Break it down further - camera retailer
  92. 92. What content can you create to answer their questions along the way?
  93. 93. What problems, fears and concerns do your customers have along the buying process?
  94. 94. Research travel photography Look into best cameras for travelling Compare options Buy camera Look at new lense options Camera retailer example “Travel photography tips” “Digital cameras vs compact” “Fujifilm wide angle lenses” “Cameras for backpacking” “Fujifilm X-T20”
  95. 95. Start writing content based around the most popular topics
  96. 96. and go read this post Source
  97. 97. Link
  98. 98. A few things NOT to do
  99. 99. Don’t take risks or shortcuts with your business
  100. 100. Avoid anyone who “guarantees” results on Google
  101. 101. Googlers don’t always know how results look the way they do
  102. 102. Questions? paddy@aira.net

×