eCommerce Marketing Strategies

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J O E A P F E L B A U M

Selling Products Online: Ecommerce Internet Marketing and Sales

Strategies

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Your Customers are online – are you?

Source: BIA/Kelsey Group, User View Wave VII, May 2010

97%of consumers research products online before

buying

Did You Know?

More than 80% of the online population has used the internet to purchase something

More than 50% of the online population has shopped online more than once

50% of e-commerce sites ask for the same information more than once from shoppers

24% of e-commerce sites require an account to purchase items

eCommerce is a growing industry…

Why do people like shopping online?

What can YOU do to better sell your products online?

AMAZON VS EBAYWEBSITE VS MARKETPLACESWEBSITE ROI OPTIMIZATION

SEO (SEARCH ENGINE OPTIMIZATION)SMO (SOCIAL MEDIA OPTIMIZATION)SEM (SEARCH ENGINE MARKETING)

CSE (COMPARISON SHOPPING ENGINES)EMAIL MARKETINGSOCIAL SHOPPING

AFFILIATE NETWORKSDEALS SITES

Today We’ll Discuss…

Website Vs Marketplaces

You Own The Customer You Choose Your Merchant Svcs Sell Anything You Want Other Competitive Advantages

Amazon Ownes The Customer Must Use Merchant Svcs Sell Only Approved Things Price Driven

Website ROI Optimization

Straight-forward Homepage Organized Categories Detailed Products Check-Out Cart Security logos Call To Action! (above the

fold) Phone/Email/Livechat

Options Clear Shipping Instructions Order Processing Time Return Information

Search Engine Optimization | Content Writing Tips

Make sure to use: relevant keywords; prose that Google won't recognize as spam; and linkable content.

Incorporate your keywords into your backlinks to reinforce the keywords for Google.

 Don’t overstuff your text with keywords. Keywords should be 5 – 7 % of the total copy.

Onsite SEO: Content and Best Practices

Makes Your Website Come Up In Search Engines

Helps Your Business Be Seen Online

Gives You Credibility On The Internet

Allows you to get leads and make sales

SEO: Search Engine Optimization Tips

Blogging: Why should you blog?• Share information with fellow business people• Generate back links• Boosts traffic to your website• Relatively free online marketing device• Builds trust of viewers (potential clients)

Press Releases• http://www.prweb.com/ • http://www.prnewswire.com/• https://news.google.com/

A few good rules to live by for SEO press releases…

1.     Never sacrifice readability when optimizing your press release.2.     Always have a newsworthy angle.3.     Don’t write press releases that read like advertisements.

SMO: Social Media Optimization

PPC: Pay Per Click

Google AdWords Search VS Display Networks

• Get relevant traffic to your website.• Only pay when people come to your

site• Optimize for the keywords that convert• Target people in your geographic area• Customize your message• Spend as much or as little as you like• Banner advertising can tap into 80% of

users• Most effective return on adspend• Measurable ROI

Get started at Google.com/adwords

CSE: Comparison Shopping Engine

Pricegrabber Shopzilla Nextag Amazon Google Bing TheFind

Remember to…1. Include a Call-To-Action2. Allow Buying Without Registering 3. Improve Product Data 4. Install User Surveys 5. Remove Non-Performing Products 6. Ensure Accurate Categorization

Email Marketing

Blast emails to opt-in lists Here are email services

that you can use: Mailchimp.com Constantcontact.com

Social Shopping

StylehiveThisnextKaboodle

• 77% of Internet users SEARCH on a daily basis

• 71% of online Americans have bought a product via the web.

• One in three searches has local intent.

Affiliate Networks

The Google Affiliate Network “helps advertisers increase online conversions on a performance basis and enables publishers to monetize traffic with affiliate ads.”

Other Affiliate Networks: http://www.cj.com/

Deals Sites

Groupon , LivingSocial, Zulily

68% of daily deal buyers returned to the establishment even without another discount. 

58% of businesses cited customer acquisition as the top reason for liking daily deals.

53% of daily deal buyers went on to become regular customers. 

Quick Recap

Website Vs Market Places Website ROI Optimization SEO (Search Engine Optimization) SMO (Social Media Optimization) SEM (search Engine marketing) CSE (Comparison Shopping Engines) Email marketing Social Shopping Affiliate Networks Deals Sites

…Questions, Comments, Concerns?

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