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Presentation from workshop we held on 27.08.2010Share / CommentHope you find it useful
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Online marketing for eCommerceby LumoLink
Disclaimer
This presentation was used in a talk given to a live audience. These slides only contain the gist of information (most was conveyed via speech).
You might still find these slides helpful and thus they have been made available online.
Agenda
Brief introduction
Practical implementation
Q&A
Founded in July 2010
Based in Oulu
Team of 6
Background in web development and online marketing
We help businesses succeed online
In order to implement strategies in this talk we’ll need
Access to website (FTP)
Not always possible
Access to eCommerce admin panel
Facebook account
Google account
Trends
Push vs Pull
Coolhaus
Part 1Online marketing strategy
Marketing strategy
Focus Content
Engagement
Frequency
Value
Ideal customer
Which customers help you maximize value that both parties receive?
What do you know about them?
Age
Income
Education
Hobbies
Location
etc...
Do they have a problem you can solve? Do they know about it? How did they solve it before?
Where do they get their info? Who do they trust online?
Example
Business located in Finland
Looking to outsource entire product development
Marketing
Development
Turnover over 1mil euro
Aiming to be international
Understands value of online marketing
Who is your ideal customer?
Your websiteServicesProducts
(Monetization)
Content(Value)
Conversion
Creating content
What will your audience find valuable?
What are they used to?
PowerPoints, PDF, Blogs, images etc
What are the right channels for promoting your content?
What can you create to show off your competitive advantage, skill etc?
Consider doing some of the following
Start a podcast
Compare your products to competitors
Write guest blog posts
Release an eBook for free
Post video reviews of your products
Start a newsletter
Give free samples / consultations
Have a contest
Start a blog
Be a content curator
Content we create
What kind of content you produce?
FrequencyHow often will you publish content?
What kind of internal limitations do you have (resources)?
What frequency is your audience used to?
What pace can you maintain over long period of time?
Remember to leave room for engagement!
Don’t dilute content quality for the sake of frequency
Our frequencyDaily
Twitter & Facebook & LinkedIn
Small updates
Weekly
Newsletter & Blog
Valuable substantial content
Monthly
Podcast
Yearly
Conference
Communication channel
How will you communicate with your audience?
Via what channel?
How will you incorporate customer’s voice into your marketing and even business?
How do you measure it? What is correct metric for you?
What media will you use (video, audio, text, images)?
Actively listen
Your website
Blogs Social networks Other websitesDirect traffic Search engines
Your website is your content hub
What channels have you chosen for communication?
Search engine optimization
Part 2
What is HTML?
<!doctype html><html> <head> <title>HELLO HTML!</title> </head> <body>
<h1>Header</h1> <p>Hello World!</p>
<img src=”kuva.jpg” /> </body></html>
How do search engines work?
Good eCommerce platform
Is optimized for search engines
Allows you to modify template easily
Allows you to extend functionality via plugins
Allows you to integrate social plugins (Facebook etc)
Which platform do you use?
Pagerank
Your site
Site X
SiteY
SiteZ
SiteK
Play by the rules
Search engine can ban you for misbehavior
Most common mistakes
<title>GOOD: Nokia N8 älypuhelin HD kameralla - Nettikauppa
BAD: Etusivu
<meta name=”description”>
GOOD: LinkedIn For Dummies: Joel Elad: Books
BAD: Nothing
URLGOOD: www.something.fi/kauppa/dvd/piiretty/futurama
BAD: www.something.fi/index.php?section=23&id=23
NavigationAVOID: Flash, Images and bad anchor text
Anchor textGOOD: <a href=”/kamerat/Canon-D50”>Canon D50</a>
BAD: <a href=”/kamerat/Canon-D50”>Klikka tätä</a>
Heading tagsGOOD: <h1>Järjestelmäkamerat - Canon</h1>
BAD: Long text or missing altogether
Pagerank distribution
Homepage
Product X
Category X
Product Z
404GOOD: Page that stands out as error page, has important
links (search, sitemap etc) and sends 404 statusBAD: Page that looks like a regular page and doesn’t send
404 status
ImagesGOOD: <img src=”canon-d50.jpg” alt=”Canon D50
järjestelmäkamera” />
BAD: <img src=”kuva.jpg” />
rel=”nofollow”GOOD: Use it when you exchange links, post user
generated links and link to sites you don’t trust
BAD: Not using rel=”nofollow”
More info
DuplicationGOOD: Every page should have a unique title, meta
description and H1
BAD: Duplicate tags across pages
CanonicalAllows you to set preferred version of URL<link rel="canonical" href="http://www.example.com/category/product" />
More info
RSSIt’s good for search engines and your visitors
More info
SitemapList of all pages on your site easily readable by search engines
More info
robots.txtUser-agent: *Disallow:
Sitemap: http://www.yoursite.com/sitemap.xmlMore info
Google places
Free
Coupons
Contact information
Appears in local search
Shows in Google Maps
Link directories
Dmoz
Yahoo
Kaupat.com
WebInfo
International ones
Link building
Try to get backlinks from related and respected websites in your industry
Very important to search engines
Speed
The faster your site the better
Google likes speed
Measure it
Hosting and platform affect speed the most
Paid advertising opportunities
Part 3
AdWords
AdWords
Facebook paid advertising
Pay per 1000 impressions
Pay per click
Facebook paid advertising
Facebook paid advertising
Ostokset.fi
10€ monthly fee
0,011€ per product (max 20€)
0,004€ per page view (max 20€)
Fruugo
No fixed fees
Commission free
Hintaseuranta.fi
Pricing varies
Popular amongst tech products
Part 4
Facebook fan page
Landing tab
Post content via RSS
Disclaimer: Hand created posts are way better thou
Facebook fan pageUpdates
Multimedia rocks!
Integrating Facebook on your site
Pshhh: Vercco could add “Like” and “Like us on Facebook” widgets to front page :)
How to get fans
Hold a contest
Integrate Facebook on your site
Promote your page using Facebook ads
Ask current customers to join you on Facebook
Offer discounts to Facebook users only
Suggest your page to your friends
Display URL in offline marketing material
How to calculate ROI for Facebook fans?
Gather large opt-in mailing list
Part 5
Newsletters are not dead
Send valuable information to your customers
Send latest user stories and testimonials
You do collect testimonials, right?
Inform about upcoming products
Send out product reviews
Ask customers to send feedback
Easy to get started
Free for 3000 emails per month
Supports RSS driven campaigns
Easy to use
Supports Google Analytics
Supports social media integration
MailChimp
Analyze analyze analyze analyze analyze...
Part 6
Facebook statistics (Fan page)
Facebook statistics (Fan page)
Facebook statistics (Website)
Google webmaster tools
Should reflect keywords you want to rank for
Google webmaster tools
Google webmaster tools
Google webmaster tools
Google webmaster tools
Google webmaster tools
Google Analytics
Google Analytics - Email
Google Analytics - Goals
Google Analytics eCommerce
Google AnalyticseCommerce
Google Analytics Alerts
Google Web Optimizer
Tutorial on how to use Google Web Optimizer
Make it a habit
Part 7
Morning routine
Post on social networks and connect with people
Create content
Get backlinks (links to your site from other sites)
2
1
3
Additional resources
Part 8
Additional resources
Google Webmaster Forum
Search Engine Land
Woorank
Website grader
Social mention
Google AdPlanner
Google search based keyword tool
Google keyword tool
Thank you!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed
Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed
www.lumolink.com
Image credits
http://www.flickr.com/photos/pomo/2699338392/
http://www.sxc.hu/photo/1111981
http://www.sxc.hu/photo/1224529
http://www.sxc.hu/photo/1182577
http://www.sxc.hu/photo/1236402
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