Online marketing for eCommerce

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Handouts from one of our Workshops on online marketing

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Content

Online marketing for eCommerce
by 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

About LumoLink
Founded in July 2010 Based in Oulu One man team (for now) Background in web development

I help businesses succeed online

In 2010 LumoLink developed a UBI application for 65 Degrees North

My experiment

www.unix-tutorials.com

Unix-tutorials in a nutshell

No original content No paid advertising Created in one week

During past 6 months
Visitors: over 100 000 Visitors from 204 countries 71,91% of traffic from search engines

0€

In order to implement strategies in this talk we’ll need
Access to website (FTP) Access to eCommerce admin panel Facebook account Google account

Trends

Social graph

Push vs Pull

Marketing strategy
Engagement Focus Value Content

Frequency

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?

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

Frequency
How 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

Engagement
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

Blogs

Social networks

Direct traffic

Other websites

Search engines

Your website

Your website is your content hub

Coolhaus

Part 1
Search engine optimization

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)

How do search engines work?
Site K Site X Your site Site Z Site Y

Buying text links
Don’t do it!

<!doctype html> <html> <head> <title>HELLO HTML!</title> </head> <body> <h1>Header</h1> <p>Hello World!</p> <img src=”kuva.jpg” /> </body> </html>

<title>
GOOD: Nokia N8 älypuhelin HD kameralla - Nettikauppa BAD: Etusivu

<meta name=”description”>
GOOD: LinkedIn For Dummies: Joel Elad: Books BAD: Nothing

URL
GOOD: www.something.fi/kauppa/dvd/piiretty/futurama BAD: www.something.fi/index.php?section=23&id=23

Navigation
AVOID: Flash, Images and bad anchor text

Anchor text
GOOD: <a href=”/kamerat/Canon-D50”>Canon D50</a> BAD: <a href=”/kamerat/Canon-D50”>Klikka tätä</a>

Heading tags
GOOD: <h1>Järjestelmäkamerat - Canon</h1> BAD: Long text or missing altogether

Pagerank distribution
Category X Homepage

Product X

Product Z

404
GOOD: Page that stands out as error page, has important links (search, sitemap etc) and sends 404 status BAD: Page that looks like a regular page and doesn’t send 404 status

Images
GOOD: <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

Duplication
GOOD: Every page should have a unique title, meta description and H1 BAD: Duplicate tags across pages

Canonical
Allows you to set preferred version of URL
<link rel="canonical" href="http://www.example.com/category/product" /> More info

RSS
It’s good for search engines and your visitors
More info

Sitemap
List of all pages on your site easily readable by search engines
More info

robots.txt
User-agent: * Disallow: Sitemap: http://www.yoursite.com/sitemap.xml
More info

Google places
Free Coupons Contact information Appears in local search Shows in Google Maps

Link directories
Dmoz Yahoo Kaupat.com WebInfo International ones

Part 2
Paid advertising opportunities

AdSense

AdSense

Facebook paid advertising

Pay per 1000 impressions Pay per click

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 3
Facebook

Facebook fan page

Create custom tabs

Post content via RSS

Facebook fan page Updates

Facebook fan page - Photos

Integrating Facebook on your site

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

Facebook statistics

Facebook statistics

Facebook statistics

Facebook statistics

Facebook statistics

Part 4
Gather large opt-in mailing list

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

Part 5
Analyze analyze analyze analyze analyze...

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 Analytics eCommerce

Google Analytics Alerts

Quantcast

Part 7
Make it a habit

Morning routine
1 2 3 Post on social networks and connect with people

Create content

Get backlinks (links to your site from other sites)

Part 6
Additional resources

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

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