Ideas for promoting your ecommerce business online and increasing sales.

Promoting Ecommerce.

©2013 Engineroom360

WHAT IS THE DEAL WITH THIS POWERPOINT?

Engineroom360 is heavily motivated to help small ecommerce businesses succeed.

This PowerPoint will introduce web store owners to the different strategies available for product promotion and lead generation.

Furthermore, it will introduce useful web tools that will help streamline your online activities and improve your online strategies.

All recommendations are either free or low cost.

Drip nurture campaign

Website

E-mail 1 E-mail 2 E-mail 3 E-mail 4 E-mail 5

OVERALL STRATEGY:GRAPHIC

Recipient list 1 2 3 4 5

Pieces of content (1-5)

Form

“Sales”

FormForm Form Form Form

Twitter

1

Targeted following

LinkedIn

5

LinkedIn following

LinkedIn Ad Camp.

People of interest

PPC Ad Camp.

Social intelligence gathering Websites of interest

“Reach-out”

Advertising, guest posting,

content syndication

S.E.O. Campaign(On-going)

Maintenance

Webmasters, Analytics,

404’s, Crawl errors, etc.

Management

Publishing, design, page creation, etc.

Foundation of e-mail messages, linking to a piece of content.– All “subscribers” are to be fed into system.

Content placed on website landing pages, behind forms. Landing pages promoted on social channels. Social channels to be continuously maintained and improved.

– Followers to social channels should improve in relevance. Paid media promotes social channels.

Website is continuously maintained and improved. Ongoing SEO campaign increase traffic and visitor relevance.

Custom reach-out campaign to potential “partnering” websites—content syndication, SEO benefits, or advertising opportunities.

OVERALL STRATEGY:SUMMARY

The foundation of the marketing strategies:

Series of e-mails, set-up to be automatically distributed to recipients.

Each e-mail will consist of a link to a unique piece of content. For example:

– “Your Guide to E-Commerce” [PDF]

– “15 Usability Tips for your Shopping Cart [PPT]

– An information graphic about e-commerce trends [JPEG]

The content will progress from a “soft sell” to a “hard sell” topic.

Loopfuse can be used: Free Trial

OVERALL STRATEGY:DRIP NURTURE CAMPAIGN

OVERALL STRATEGY:SOCIAL MEDIA

Multi-faceted project.

Primary objectives:

– Learn more about the market/social space.

– Increase share of voice.

– Improve awareness of your expertise and quality.

– Generate leads where needed.

– Boost digital campaigns.

Gain market insights

Create quality content

Spur interaction

Increasing shares and subscribers

Nurturing prospects

Generating leads

Sales

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OVERALL STRATEGY:SOCIAL MEDIA

Gathering customer/competitor insights – A scalable system of gaining insights should be set up. Insights will be used to direct the creation of content.

Creating content – The foundation of these strategies will be worthwhile, shareable content.

Generating leads – A key focus will be generating leads and customers.

Creating channels – Social channels are needed to execute strategies.

Promoting channels – Current contacts must be invited to channels.

Nurturing leads – A lead nurturing strategy—covering all available channels—must be employed to meet objectives.

Improving share of voice and Thought Leadership will be a byproduct of the actions previously described.

OVERALL STRATEGY:TWITTER

Twitter will be used for: “Organic” advertising, such as status

updates regarding your company, and continuous sharing of relevant content.

1-to-1 engagement with new followers and relevant users.

1-to-1 sharing of content.

Automatic direct messages, promoting most recent piece of content.

Monitoring of relevant conversations using Tweetdeck.

Tools include:

Buffer: $10 per month

JustUnfollow: Free

TweetDeck: Free

OVERALL STRATEGY:LINKEDIN

A LinkedIn Company page will be maintained similar to the Twitter account:

– Content will be regularly shared on the page, both original and relevant.

The on-page, static content will be updated and managed—new content for every product launch or company initiative.

OVERALL STRATEGY:LINKEDIN AD CAMPAIGN

Paid advertising, targeted at relevant business owners and members, promoting:

– The website

– The most recent piece ofcontent [landing page]

– The product [landing page]

“Lead Collection” will be used (a free addition) to add a unrequired “opt-in” option for those who click the ads.

Costs: Budget can be predetermined.

OVERALL STRATEGY:PPC CAMPAIGN

PPC = Pay per click advertising.

The campaign will be used to supplement a lack of SEO benefits in the early days.

SERP space will be purchased for target keywords.

Costs: Budget can be predetermined.

OVERALL STRATEGY:“REACH-OUT” CAMPAIGN

“Reach-out” initiatives will be implemented to parallel business strategies.

For example, if your company needs:

– Alpha or Beta test participators, a reach-out campaign could be to mine, target, and solicit potential testers.

– Testimonials or quotes, a reach-out campaign could be to develop a survey and distribute to current users.

– To generate more press, a reach-out campaign could be to push potential content ideas to relevant outlets.

OVERALL STRATEGY:SOCIAL INTEL. GATHERING

A scalable system of monitoring and gathering the “nearby” social space should be developed.– TweetDeck can be used to monitor conversations related to e-

commerce and your company products.– Klout can be used to gather relevant, influential users on

social channels.– Feedly can be used to congregate relevant content for reading

and sharing.– Google Alerts can be used for business- and customer-

relevant keywords.– Netvibes can be used (minimally) for additional analytics and

alerts. Costs: All completely free.

OVERALL STRATEGY:SEO CAMPAIGN

1. Keyword Research – Using a series of research-type strategies, keywords of interest are found.

2. Keyword Analysis – From the seed list, keywords with the most potential and largest effect are chosen.

3. Content Optimization – Content will be redrafted using the keywords. (Include keywords on all page elements as well!)

4. Link Building – Inbound links will be generated for newly-optimized content.

OVERALL STRATEGY:MAINTENANCE & MANAGEMENT

Google Webmasters monitoring.

Google Analytics management.

– Scheduled reporting and dashboard set-up.

– Tracking link development.

Additional management tasks:

– Fix broken links and “No Index” problems.

– Continuous identification of website improvements

For example, adding social sharing functionality to the site.

Send your comments to admin@engineroom360.com

We’d love to hear from you!