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

About Promodo

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.

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.

B2B B2C

No business understanding

Validate faster

Building features nobody wants

Technical phases of B2C startup:

Requirements Study DesignArchitectureCoding Testing DebuggingMaintenance

E-commerce

Healthcare

Big Data

email: iavrutova@svitla.comskype: iryna.avrutova

Promo code: Promodo B2C

Iryna Avrutova,Business Development Manager

Effective marketing strategies for B2C startups step by step

Effective marketing strategies for B2C startups step by step

Start your business promotion with PPC

Immediate results

Controllable

Scalable

Step #1

Effective marketing strategies for B2C startups step by step

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

Effective marketing strategies for B2C startups step by step

2 Stages of SEO Campaign

Link-building campaign

SEO audit of the site

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

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).

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

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

How to create a perfect post on social platform

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

Introducing the Content Promotion Ecosystem

Effective marketing strategies for B2C startups step by step

Step #4 Customer retentionEmail marketing Remarketing

Winning PPC tactics

Winning PPC tactics

Advertising in Google paid search results

Remarketing

Product listing ads

Ideally, 3 components:

Winning PPC tactics

Advertising in Google paid search results

Winning PPC tactics

Remarketing

Winning PPC tactics

Product listing ads

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

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

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

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

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

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

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

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

Must-know things about SEO in 2014

Must-know things about SEO in 2014

Google Updates

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

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.

Must-know things about SEO in 2014Aggressive anchor examples

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

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.

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:

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:

Must-know things about SEO in 2014

Risky practices

Must-know things about SEO in 2014Risky practices

Must-know things about SEO in 2014Risky practices

Must-know things about SEO in 2014

How to succeed in SEO in 2014

The Periodic Table Explained & A Quickstart Guide To SEO

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

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

Thank you for your attention!

Lena RuchkoMarketing assistant at Promodo

e-mail: e.ruchko@promodo.comSkype: ruchko_lena

Iryna AvrutovaBusiness Development at Svitla

e-mail: iavrutova@svitla.comSkype: iryna.avrutova

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