Download to read offline
Uploaded byRob Snell
641
The document discusses strategies for an ecommerce business to increase online sales through content creation and marketing. It recommends establishing an expert like "Steve" who can recommend products and provide reviews, photos, and videos. It also suggests writing unique product descriptions, interviews, transcribing materials, and sharing manufacturer content to build a large amount of content to attract customers. The business saw $10 million in additional online sales from 1997 to 2010 by implementing these content-driven strategies.
641
- 1. Real World Ecommerce ROB SNELL robsnell.com
- 2.
- 3.
- 4.
- 5.
- 6.
- 7.
- 8.
- 9.
- 10.
- 11.
- 12.
- 13.
- 14.
- 15.
- 16.
- 17.
- 18.
- 19.
- 20. 1989-Mar 1997: Dog Store
- 21.
- 22.
- 23.
- 24.
- 25.
- 26. Year 4: Store vs. Web
- 27.
- 28.
- 29. Web Sales February-June 2003 “ normal”
- 30. Web Sales February-June 2004 “ not normal”
- 31. What’s wrong withour Yahoo! Store? We need to have a “conversation”
- 32. One big honkingchange
- 33.
- 34. Web Sales Before 1997 2004 2010
- 35. Web Sales Before 1997 2004 2010
- 36. Web Sales After 1997 2004 2010
- 37. Web Sales Actual Lift 1997 2004 2010 $10 million
- 38.
- 39. Not just for ecommerce sites…
- 40. Need to communicate3 things:
- 41. Steve is an expert in dog training & supplies.
- 42. Steve says this product is what you need for your dog .
- 43. Please buy it from us.
- 44.
- 45. Steve isan expert.
- 46.
- 47. Show, don’ttell.
- 48. (Steve’s been doing this for a while)
- 49.
- 50.
- 51. (Steve has 16 dogs.)
- 52.
- 53.
- 54.
- 55.
- 56.
- 57.
- 58.
- 59.
- 60.
- 61.
- 62.
- 63.
- 64. (Steve knows dogtraining gear.)
- 65.
- 66.
- 67.
- 68. “ I havebeen using the same model e-collar since 1998. I have tried at least 50 or 60 new systems over the last 11 years …I started using a prototype in September 2008 and have not looked back..”
- 69.
- 70.
- 71. PIC: Better in the field
- 72. PIC: Better in the field
- 73.
- 74. Put it onthe Web site, Blog, Facebook, Flickr, and Youtube
- 75. Put a nameand a face on your site Make a name for yourself online.
- 76.
- 77.
- 78. People buy frompeople
- 79. Stats tell whatworks
- 80. … Google’s evenbetter
- 81. Steve says this product is what you need for your dog.
- 82. Recommend products thatsolve customers’ problems “ Tired of losing your dog? Buy this tracking collar!” :
- 83. Tell folks what to buy w/ buyers’ guides
- 84. Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
- 85.
- 86. Quick Picks: CollarChart
- 87.
- 88.
- 89.
- 90.
- 91. Express your opinionswith product reviews
- 92.
- 93. Provide commentary onproduct pages
- 94.
- 95. “ The SD-1825is so cool it is now the only training collar I will use on my bird dogs and retrievers.” Endorse products you use:
- 96. “ To getthe full range out of a system there should be nothing between the transmitter and the receiver. Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …” Be honest:
- 97. “ My expectationsfor the Garmin Astro were really high. I wanted it to be amazing but I expected it to fall short. Boy, was I wrong .” -- Steve Snell Show enthusiasm:
- 98. more content drivesmore traffic opinions provided since 2003
- 99. How do youmake all of this content?
- 100.
- 101. Write unique product descriptions
- 102. Provide more infothan anyone
- 103. Tip: Write one new paragraph for every $10 in item price
- 104.
- 105. Google loves uniquecontent
- 106. Tired of searchingfor your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog’s position and shows you exactly where he is, even when you can’t see or hear him. Manufacturer’s product description:
- 107. 1-10 of 1770Lazy And this
- 108.
- 109. Provide more photos than anyone
- 110.
- 111.
- 112.
- 113.
- 114.
- 115.
- 116.
- 117. Got $60? Getan Olympus VN-6200 PC.
- 118.
- 119. 2) Interview folks.Transcribe audio into text.
- 120.
- 121. Rob: Howdo you teach a dog how to sit? Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and make him sit. You just physically take him by the collar. You put your hand on his back right below the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do. They are small and they are wiggly, but they can’t fight you. You make him sit there for about five seconds tops. All we are trying to do is get him in the position and physically make him understand that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and then you release him. You release him with whatever command you want it to be. I use, “All right. OK.” Just be consistent with it. Rob: How long does it take him to learn? Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little short training sessions. Each time you increase it a second or two. Now you have got him sitting there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man; that is all it is.
- 122. 3) Take productsand play “ 20 Questions”
- 123. Who ? What? When? Where? Why? How Much?
- 124. 4) Take photosof everything!
- 125.
- 126.
- 127.
- 128.
- 129. 5) Shoot videoof anything you can demo
- 130.
- 131.
- 132.
- 133.
- 134.
- 135.
- 136.
- 137. 5) Turn youranswers to customer emails into product FAQs
- 138. WORD.doc > 1000page Warner’s wisdom
- 139.
- 140. “ Liberate ” manufacturer created content
- 141. *It’s easier toget forgiveness than permission: Nothing contained on this web site should be construed as granting, by implication, estoppel, or otherwise, any license or right to distribute, modify, transmit, use, re-use, or re-post any of Innotek®, Inc. Intellectual Property displayed on this web site without the express written permission of Innotek®, Inc.
- 142.
- 143.
- 144. Transcribe DVDs &Videos
- 145. Text from packaging& POP
- 146. Make manufacturer imagesyour own Make stock MFG images your own
- 147.
- 148.
- 149. Guy: Howcan I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!
- 150.
- 151.
- 152.
- 153. Tell folks why they should pick you!
- 154.
- 155. Tell folks there’s no risk shopping with you
- 156.
- 157. Tell folks youhave it & when they’ll get it
- 158.
- 159. Get answers toyour questions, fast
- 160.
- 161. You can always talk to a human
- 162. Everyone says they give great customer service
- 163. If it’s an opinion , let your customers do the talking.
- 164. “ Customer serviceat Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time! ”
- 165.
- 166.
- 167. who | what| why compelling content: text, pix, video
- 168. Web Sales Actual Lift 1997 2004 2010 $10 million
- 169. more info /free stuff: RobSnell.com 4:15pm Spotlight Session: C
Editor's Notes
- #16 Since all of our customers had dogs, we added a few lines of premium dog food ,
- #28 1997 E-commerce consulting specializing in Y! Yahoo! let’s me write and speak to their 50,000 retailers Write my own blog, do Seminars
- #41 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #42 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #43 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #44 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #46 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #48 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #62 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #82 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #87 Which features are important
- #100 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
- #109 We spent hundreds of hours working on this thing: writing descriptions, and taking pictures, and re-designing a completely updated version of our dog-supply catalog. We printed 5000 copies, and mailed a catalog to every single former customer on our mailing list. I’m exhausted. And what happened? Nothing. We got virtually no response — in six months we took in about $5,000 in orders, which was nowhere near enough to offset our lost sales.
- #152 The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.