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
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
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!
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