The document outlines essential steps for marketing a new internet retail outlet, including the need for a digital marketing plan and strategies to enhance visibility and conversion rates. Key actions involve optimizing content for search engines, utilizing pay-per-click advertising, and engaging with customers through social media and blogging. Additionally, it emphasizes the importance of continuously analyzing and adapting marketing efforts based on audience engagement and competitive performance.

1. First Steps in Marketing a New Internet Retail OutletDavid Edmundson-BirdCourse Director forEconsultancy MSc Internet Retailing &Econsultancy MSc Digital Marketing CommunicationsManchester Metropolitan University Business School

2. First Steps in Marketing a New Internet Retail OutletGet a Digital Marketing PlanMake yourself findableEncourage conversionGo and listen to your audienceGo and converse with themKeep optimizingKeep socialisingKeep analysingNote – this is a rapid presentation. There’s a lot of detail you’ll need to drill down to

3. PlanRule Number 1Have a digital marketing planDon’t act without the planFollow the planMake changes to the plan as you learnNothing is set in stone

4. If you build it they will comeThis statement is not trueHow will they find it?Sure you must look goodSure you must have merchandiseBut it’s only the start

5. Make Yourself FindableKey Search Engine = GoogleBut 10 - 18% ave search traffic comes from BingHow to be findableCopy writingPay Per Click advertisingLink BuildingRefreshing ContentSite Maps to Shopping.GoogleYouTube yourself

6. CopywritingDo key phrase researchTools on Google Adwords, Google Wonder WheelWrite copy for humans to readDon’t just write for GoogleMake sure your copy contains the key phrasesMake sure key phrases turn up in links and imagesMake sure SKUs are key phrases

7. Pay Per ClickUse PPC to drive early traffic to your new siteConsider Brands in PPC keywordsUse PPC to test which keywords drive traffic to your siteDon’t bid on short keywords unless you have big pockets

8. Link BuildingEncourage others to build links to your siteBloggersJournalistsNon-competitorsComplementor businessesGoogle is not keen on bought linksYour competitors might grass you up

9. Refreshing ContentKeep your content changingAdd new products all the timeRefresh reviewsConstantly optimize

10. Google ShoppingRegularly submit data feed of your stock via Google MerchantCompetitive marketspaceDo it every 24 hoursNew data feed = fresh contentGoogle Shopping helps you occupy the search space

11. YouTubeCreate videos of each of your productsCreate a YouTube channelLink to your site, embed videos in your siteHelps occupy the Search Space

12. Ebay your Redundant StockIf your stock ages, use eBay to sell off occasional end-of-linesseBay optimizes best for short, true low reserve auctionseBay will push traffic to your main siteGreat link buildingDon’t use eBay in place of your main retail siteTreat it as an outlet. It has a reputation for bin ends and cheapness

13. Use PayPalHave a main merchant services BUTUse Paypal to incite card-free purchaseVital for Under 18 purchasesCosts similar to regular merchant servicesHas been known to double conversions

14. Socialize YourselfUse Twitter and Facebook to see what people are talking aboutListen firstUse the platforms as market research

15. FacebookCreate a Fan PageEncourage people to talk about your products (reviews, praise and YES criticism)Promote new linesGet a “Like” button and link the siteKeep the content freshEncourage and reward sharing

16. TwitterUse Twitter to promote new linesTweet regularly and humanlyUse twitter to manage customer serviceSignpost people to products, especially complementor productsTalk with your customersAnswer every “mention”Follow every followerInvest in a professional Twitter platform

17. BloggingKeep a blog related to your retailDon’t just blog products, blog along the linesIf you sell design-driven merchanise, blog about design conceptsUse the blog to promote new lines, discuss issues and aestheticsUse the blog to communicateDon’t moderate discussion

18. AnalyticsUse your analytics accountReview data, set goalsConstantly try and understand where your audience is coming fromConstantly evaluate your competitors links and performance

19. In Summary1st Write your Digital Marketing Plan2nd Make yourself found on Search3rd Make sure you encourage conversion4th Listen to your audience5th Talk to your customers6th Never stop optimizing7th Never stop socialising8th Never stop analysing

20. Say HelloE:d.edmundson-bird@mmu.ac.ukT: @groovegeneratorLI: http://uk.linkedin.com/in/davidbird0161 247 4603