B2С Start-ups: development and promotion - what you need to know to successfully launch your...
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B2С Start-ups: development and
promotion - what you need to know to
successfully launch your website
July 31st, 2014 – online marketing session for B2C business owners
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About Promodo
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Speaker
Lena Ruchko
Promodo
GA certified individual and enthusiastic online marketer, who possesses experience in SEO, content marketing and social media. She is passionate about everything connected with internet marketing and thinks it is a key element of company’s success these days.
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Speaker
Iryna Avrutova Svitla Systems
Business Development Manager at Svitla Systems, web and mobile development company. She has 3+ years of experience in IT industry, helping the clients to find the best solutions to their problems and establish a productive teams. Iryna holds Ph.D. on engineering sciences from Kyiv Polytechnic University.
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B2B B2C
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No business understanding
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Validate faster
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Building features nobody wants
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Technical phases of B2C startup:
Requirements Study DesignArchitectureCoding Testing DebuggingMaintenance
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E-commerce
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Healthcare
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Big Data
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email: [email protected]: iryna.avrutova
Promo code: Promodo B2C
Iryna Avrutova,Business Development Manager
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Effective marketing strategies for B2C startups step by step
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Effective marketing strategies for B2C startups step by step
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Start your business promotion with PPC
Immediate results
Controllable
Scalable
Step #1
Effective marketing strategies for B2C startups step by step
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Begin SEO campaign
Long-term ROI, long-lasting results
You can affect organic, media and shopping results
Much higher brand exposure in the search results
Step #2
Effective marketing strategies for B2C startups step by step
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Effective marketing strategies for B2C startups step by step
2 Stages of SEO Campaign
Link-building campaign
SEO audit of the site
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Effective marketing strategies for B2C startups step by step
SEO audit of the site
Keyword research Site structure optimization Page URL optimization Technical audit (site indexation, duplicates issue) Site content optimization Internal linking optimization Outbound links moderation Backlinks audit
DIY small business SEO checklist
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Effective marketing strategies for B2C startups step by step
Link building campaign Directory listingThe Top 20 Places Your Business Needs to Be Listed Online
Product reviews for free stuff
Pitching to journalists (niche online sources, HARO, ResponseSource)
Partnerships and referral links from companies (related, but not competing, complementing products )
Content marketing (infographics, interviews, podcasts, review videos, free educational or helpful materials, round-ups, guest publications)
Participation in niche forums (listening to conversations, contributing valuable information).
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Effective marketing strategies for B2C startups step by step
Link building campaign Useful links/resource pages on the niche
authoritative sites (search query: intitle:KEYWORD inurl:”links” OR “resources”)
Broken links opportunities Screaming Frog SEO Spider , Xenu Link Sleuth
Competitive analysis Ahrefs Site Explorer & Backlink Checker, Majestic SEO : Backlink Checker & Site Explorer
Event support /sponsorship/participation
Run giveaways, deals, give couponsTop 15 Most Popular Coupon Websites | July 2014
Smart internal linkingOpen Site Explorer
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Effective marketing strategies for B2C startups step by step
Step #3 Content marketingStart running blog on your site
Requirements:
Regular updating with quality, unique content (3-6 posts per month);
Minimum post length - 800 words;
Google+ authorship
Benefits:
A lot of fresh and relevant content for the site
Site is ranked for a wide selection of long-tail queries, organic traffic growth
Time on site increase
Customer education (one of the stages in the sales cycle)
Ability to become an expert in the niche
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How to create a perfect post on social platform
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Effective marketing strategies for B2C startups step by step
A necessary element — blog posts promotion and broadcasting via other channels
Brand’s and personal social media accounts
Content recommendation sites
Niche social networks and communities
Paid content promotion
Bloggers and niche influencers
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Introducing the Content Promotion Ecosystem
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Effective marketing strategies for B2C startups step by step
Step #4 Customer retentionEmail marketing Remarketing
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Winning PPC tactics
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Winning PPC tactics
Advertising in Google paid search results
Remarketing
Product listing ads
Ideally, 3 components:
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Winning PPC tactics
Advertising in Google paid search results
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Winning PPC tactics
Remarketing
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Winning PPC tactics
Product listing ads
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Winning PPC tactics
1. Select several products and run a test advertisement to identify the parameters of your the best converting audience:
• region• device• age• etc.
Advertising in Google paid search results
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Winning PPC tactics
2. When you know your audience, select your the most competitive or popular products/service and launch ads in Google paid search.
• Target long-tail keywords (3-word phrases, for example)
• In the ad text display prominently your competitive advantages
• Use your the most converting audience characteristics to adjust the settings of when the ad should be displayed
Advertising in Google paid search results
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Winning PPC tactics
More ad impressions Depends only on budget and bid rate
More clicks on the ad Use target keyword in the beginning of ad banner text and in landing page content
Higher conversion rate Adjust the time, days of the week, regions, devices and other characteristics of the cases when the ad banner is shown
Advertising in Google paid search results
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Winning PPC tactics
Remarketing
Allows you to reach people who have previously visited your site, and show them relevant ads when they visit other sites, checking emails or search on Google.
Potential customer visits your website, but doesn’t complete any action and leaves
When this person visits other sites you show them your ad to remind about your offer
Potential customer clicks your ad and returns to your site
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Use remarketing from the very beginning of your promotion campaign
1. Set up remarketing in Google AdWords account 2. Paste remarketing tag in the site page code
Winning PPC tactics
How to fuel your brand with banner ads and remarketing
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Winning PPC tactics
Product listing ads (PLA)
Benefits:
More cost-effective in comparison with standard ads in the search results
Higher CTR (click-through rate) because such ads feature product images
Google automatically selects what product from your assortment matches the best a certain search query
Better brand exposure in the search results
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Winning PPC tactics
Product listing ads (PLA)
To get maximum effectiveness from PLA:
Provide the maximum information about your products
Make sure each product has a valid image, if the image is absent the product will not be shown in the ad
Vary bid rates for different product categories depending on product price, popularity, conversion rate
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Winning PPC tactics
Facebook advertising
Work well for not all niches
The most effective for not expensive products, which could be bought spontaneously
Perspective advertising channel (Facebook tests buy button)
Very powerful targeting options
Allows to create custom audience base on your email contacts database
How to Generate Facebook Leads on a Shoestring Budget
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Must-know things about SEO in 2014
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Must-know things about SEO in 2014
Google Updates
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Google Panda Update (launched in 2011)
Targeted low quality content, “thin” sites
Penalized sites for:
• Duplicate , “scraped” content on the site• Keyword stuffing in the content
Google continues releasing Panda updates (over 25 to date). The last one was in May of 2014 Panda 4.0.
Solution: unique quality content, keywords in the text should appear naturally
Must-know things about SEO in 2014
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Must-know things about SEO in 2014
Google Penguin Update (launched in May 2012)
Targeted low quality links
Penalized sites for:
• Backlinks from low-quality sites• Links with aggressive anchors• Unnatural links
Google recommendations: focusing on creating high quality sites that create a good user experience.
More of Google recommendations on quality sites.
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Must-know things about SEO in 2014Aggressive anchor examples
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Must-know things about SEO in 2014
Google Hummingbird Update (launched in September 2013)
Aimed to improve semantic search for masses
•Changes in the search results•Google is now able to understand well conversational queries and match content based on synonyms
Solution: high-quality content creation
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Must-know things about SEO in 2014
How to avoid being hit by Google:
• Create high-quality content
• Think about topic rather than certain keywords when creating content.
• Search for high-quality partners for linking. Make sure the link is placed in a context; it is relevant and leads to trustworthy site.
• Audit link profile and remove bad links with Google disavow tool.
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Must-know things about SEO in 2014
Actions against guest blogging sites
• Avoid being published on low-quality sites• Be careful with outbound dofollow links from your site • Choose only authoritative sites for publishing posts, avoid “guest author” label
Measures:
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Must-know things about SEO in 2014
Google updates link schemes guideline, and press releases are under the threat
• Do not use press releases as a method of link building• Avoid keyword stuffing• Publish on authoritative PR sites and only if you have something new to tell the audience
Measures:
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Must-know things about SEO in 2014
Risky practices
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Must-know things about SEO in 2014Risky practices
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Must-know things about SEO in 2014Risky practices
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Must-know things about SEO in 2014
How to succeed in SEO in 2014
The Periodic Table Explained & A Quickstart Guide To SEO
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Must-know things about SEO in 2014
Search engine ranking factors
Google’s 200 Ranking Factors (Infographic)
Moz’s study of search engine ranking factors
There are over 200 Google’s ranking factors, here are some of them:
Domain factors:
• Domain age• Keyword appears in top level domain• Keyword as first word in domain
Page-level factors:
• Keyword in title tag• Title tag starts with keyword • Keyword appears in H1 tag
Backlink factors:
• Linking domain age • # of linking root domains• # of links from separate C-class IPs
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Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.
Free online marketing audit
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Thank you for your attention!
Lena RuchkoMarketing assistant at Promodo
e-mail: [email protected]: ruchko_lena
Iryna AvrutovaBusiness Development at Svitla
e-mail: [email protected]: iryna.avrutova
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