Marketing your ecommerce site
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Marketing E-commerce websites is a completely different process to promoting standard brochure-style websites. There are many more options available and many new techniques dedicated entirely to companies which are selling through their website. Bust the jargon and discover what it all means in plain English. Find out how to use the most cost effective marketing techniques and find out what you can do for free to start generating extra sales. This seminar is ideal for companies already trading online, and those simply considering an online shop.
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Marketing your ecommerce site
- 2. Research! - understand the market • Competitive Analysis / Industry Analysis – Industry analysis - define the strategy – Competitive analysis - look at the competitors
- 3. Research! - understand the market – Ask yourself: Do I know who my target audience are and what they like? If not you may need to do some more research.
- 4. Branding Say what you do • What are we offering? • What makes us different? • Delivers the message clearly • Confirms your credibility
- 5. Branding Branding is fundamental to a business • Corporate value • Vision and consistency • Clear communication 5
- 6. Best Global Brands • Coca Cola • Disney • Microsoft • McDonald’s • Intel • Mercedes • Nokia • BMW 6
- 7. What they have in common • Passionate brand identity • Consistent visual approach • Clear brand attributes • Usually category leaders 7
- 8. Branding • Professional • Logo • Brand image
- 10. Pricing • Competitive pricing • Knowing the market
- 11. Pricing • Competitive pricing • Knowing the market • Anticipate trends
- 12. Pricing • Competitive pricing • Knowing the market • Anticipate trends • Watch the competition
- 13. Pricing • Competitive pricing • Knowing the market • Anticipate trends • Watch the competition • Offer more
- 18. Alt text is the text that pops up when you mouse over the image
- 21. Descriptions
- 22. Descriptions
- 23. Information • Offer unbiased information Viso Marketing visomarketing.com 07512986501
- 24. Information • Offer unbiased information • Become a resource
- 25. Information • Offer unbiased information • Become a resource • Be the expert
- 26. Design • Beautiful design sells Viso Marketing visomarketing.com 07512986501
- 27. Design • Beautiful design sells • Good design commands a premium price Viso Marketing visomarketing.com 07512986501
- 28. Design • Beautiful design sells • Good design commands a premium price • Invest in design Viso Marketing visomarketing.com 07512986501
- 29. Design • Beautiful design sells • Good design commands a premium price • Invest in design Viso Marketing visomarketing.com 07512986501
- 30. Test it – Products |Concepts| Descriptions > Focus groups
- 33. Update Regular new items |Speling | Check competition | Comments
- 34. Update Regular new items |Spelling | Check competition | Comments
- 35. Testimonials ………….…boost your sales 30 to 50% instantly by using customer testimonials.
- 36. Call to Action
- 37. Call to Action
- 38. Viso Marketing visomarketing.com 07512986501
- 39. Thank you ! Any questions ? just give me a call ! Viso Marketing visomarketing.com 07512986501
Editor's Notes
- Competitive Analysis / Industry AnalysisIt is very important to analyse the industry and your competitors. By industry analysis you will be able to define the link strategy and time frame for a particular website. Competitive analysis looks at the facts of your competitors, which keywords they are targeting and where the positioning is in SERP (search engine result pages).ResearchTarget marketCompetitorsIndustry
- User Led CopyAsk yourself: Do I know who my target audience are and what they like? If not you may need to do some more research.Make sure that you know who your visitors are and what it is they need and want. Most websites attract more than one kind of user so make sure that you are speaking to all your potentials. Your website is some of the most valuable marketing collateral that you own so make sure that you give it the attention that deserves – it has the ability to speak to more than one type of visitor or consumer so invest the time and effort to do so.Try to find out what your customers wantLook at top competitor sites – who are they speaking to?Ask your friends and family Critique – its better you know what people think than continuing blindlySeek and accept honest criticism
- ImagesAs with most points on the list the part that images play in the on page strategy is both SEO and user experienced based. There has been strong evidence to suggest that the images and associated Alt Text play a role in the ranking of web pages (and this is enough to include them on the list). Do not, however, include images just for the sake SEO, well chosen images can enhance a web page, make it more socially shareable and help the user understand what a web page is about.Ask yourself: Do the images make sense? Do they add to the page?. VideosVideos have been turning up in the search results for years as part of Universal Search and yet so many businesses fail to see the benefit. Featuring videos on your web pages allows you to communicate via another technique and you have the added benefit of diversifying your search visibility through optimised video.Ask yourself: Does this add to the page? Is it useful? Is it optimised?
- Alt tag on imagesIn term of SEO, putting descriptive alt attributes with your image places additional relevant text to your source code. Search engines like this and the more relevant text you have the better chances you get to rank higher.Keywords in <alt> tagsSpiders don't read images but they do read their textual descriptions in the <alt> tag, so if you have images on your page, fill in the <alt> tag with some keywords about them.. VideosVideos have been turning up in the search results for years as part of Universal Search and yet so many businesses fail to see the benefit. Featuring videos on your web pages allows you to communicate via another technique and you have the added benefit of diversifying your search visibility through optimised video.Ask yourself: Does this add to the page? Is it useful? Is it optimised?
- .VideosVideos have been turning up in the search results for years as part of Universal Search and yet so many businesses fail to see the benefit. Featuring videos on your web pages allows you to communicate via another technique and you have the added benefit of diversifying your search visibility through optimised video.Use the properties box on images and videos to add tags and even URLs
- DESCRIPTIONSKeywords in the beginning of a documentAlso counts, though not as much as anchor text, title tag or headings. However, have in mind that the beginning of a document does not necessarily mean the first paragraph – for instance if you use tables, the first paragraph of text might be in the second half of the table.The meta description should employ the keywords intelligently, but also create a compelling description that a searcher will want to click.The meta description tag serves the function of advertising copy, drawing readers to a website from the results and thus, is an extremely important part of search marketing. Crafting a readable, compelling description using important keywords can draw a much higher click-through rate of searchers to the given web page.Keywords in headings (<H1>, <H2>, etc. tags)One more place where keywords count a lot. But beware that your page has actual text about the particular keyword.
- Test itSounds elementary!Check at every stage
- TestingProducts – ask friends, family even down the pub – get opinions – they really matter. If the budget stretches go further get it tested properly.Check – marketability, preference, colours, packaging, designConcepts – do the research before you spend the moneyDescriptions – create clear and honest descriptions – but check them to be sure you have the correct keywords and they are the descriptions that your customers would look forFocus groups – simple – but very informative. Can be organised easily and most people quite enjoy the experience
- 8. Going The Extra MileThe search engines have to serve results that are relevant and useful to their users otherwise they could lose them. Are you going the extra mile to please, excite and delight your visitors? Does your web page deserve to rank for competitive keywords? Will it be useful to those that click on it or is it just to attract traffic? Going the extra mile sets you apart from the competition. Can you look at your pages and can honestly say that they are some of the best out their in your niche? If so you are your way to doing well in the search results…now you just have to tie that in with all you other marketing efforts.Ask yourself: Have I presented the page in a diverse way? Will these pages talk to a number of people? Would users benefit from graphs, more photos, data – what do they need?Link BuildingLink building is the most crucial part of any SEO campaign. The link building does have a substantial impact on your ability to achieve high rankings for keywords chosen. So a search engine optimiser needs to submit a website and different directories and other related websites.Once the website has been designed and is very search engine friendly, now it is time to build link strategy. It is a time consuming task, a SEO can't submit a website in different directories and websites at once. Search engines pay a lot of attention to links – both internal and external. As internal links are those that can be controlled by you, make sure your website internal linking is proper structured and filled with relevant descriptive keywords. A plain anchor text like ‘click here’ and ‘read more’ are not clever; ‘click here for more Jordan shoes’ and ‘read more about ballet shoes’ are.
- Make sure your site – and related sites (Social Media etc) are completely up to date.Add new items regularly to add interestCheck spelling – always Check to see what the competition is up toCheck for comments and act on them.
- More often than not, it is not enough for you that your visitors just come and go. You want them to do something at your site. Unfortunately usually webmasters pay too little attention to their calls-to-action focusing on design, content and SEO. It is sad to see truly good resources that are doing great in SERPs but fail to engage their visitors.Calls to action may vary. You may want your visitors to subscribe, to register, to buy something, to bookmark your post, etc. With calls to action everything is important: the colour of your buttons and supporting elements, the language you use to describe the action, the place on the page where you locate them