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?
www.ajaxunion.com/webinar