holiday e-commerce marketing webinar slides
DESCRIPTION
What e-commerce sites can do right now to cash in on the online holiday shopping rush, and a high level overview of setting e-commerce internet marketing strategy.TRANSCRIPT
E-Commerce OptimizationTurn today’s click into tomorrow’s profit.
Agenda
• Short Term
• Getting Found
• Converting Visitors
• Optimizing Results
• Long Term
• Integrating Online and Offline
• The Customer Experience
• Building Best Practices
Sharing is Caring.
• Webinar Twitter hashtag: #MiMecommerce
• Carole: @minetmarketing
• MiM: @mahoneyinternet
• You-Tube.com/user/minternetmarketing
Lessons from Offline
• Customers are looking for:
• Price
• Service
• Availability
• Convenience
Customer Experience
How does your online store treat your shoppers? • Easy browsing
• Visual comparison
• Talk to other shoppers
• Give them something free (before they leave.)
Photo Credit: theshopfloorproject.blogspot.com
The Funnel (s)
PROSPECT
RAPPORT
QUALITY
CLOSE
OPPORTUNITIES TO OPTIMIZE
Internet Marketing Stages
How to create your own best practices.
Santa’s Workshop
Think Who?What?Why?
Where?
ReviewAnalytics
TestOptimize
Refine
DoCopywriting
Social CommunitiesEmail Correspondence
PPC, Design, etc..
Rudolph to the RescueOptimize Results
Closed Loop AnalyticsAdvanced Landing
Page Testing
Convert Visitors
Automated Marketing Behavior MarketingCustomer Reviews
BlogsForms
Get FoundSEO
Inbound LinksSocialMobileVideoPPC
Get Found
Think (Strategies)Search SocialPPCEmailMobileAffiliate Partners
Do (Tactics) On Page & Off Page SEO Blogs Inbound Links Social (networking & ads) Ads (PPC, Groupon, etc)Landing PagesMobile (website, SMS)
Review (Analytics)Top of Funnel
Prospect Driving Points
Funnel Entry Point
David- Business Claims ManagerBuying Stage- Attention
How can I speed up the claims I process?
Search: claim management best practices
SEO
Question: claim management best practices
Social Media Blogs
Tags: claims processing
Blog post topic: claim management best
practices
Subscribe to Feed
Macro Conversions Events
Linear Metrics:-Traffic Sources-Social Media
Reach-Inbound links
Linear Metrics:-Top Landing
Page-Top Content
-Traffic Source to Page
-Cost per visitor
Tactics
Action
Page Entity
Micro Conversion Events
Video Demo
Webinar RegistrationDownload
Case Study
Conversion Goals
Home Page
Download/Watch
Presentation
Waypoints and Points of ResolutionNon-Linear
Metrics-Funnel
Abandonment points
-page views by pathWhich product/
serivce is the best fit?
Who else has used this process/ product?
What credentials/expertise does this
company have?
Customer listResource/
Page EntityProfessional Associations
Customer testimonials
Software feature/benefit
comparison sheet
What can this product do that others can't?
Implementation Process diagram
and checklist
Mailing List
Lead Nurturing Campaigns
Linear Metrics:-Page
conversion rate-Conversion
Funnel abandonment
rate-Video plays,
stops-Blog
subscribers- # of downloads
Linear Metrics:-Open Rate
-CTR-Forward rate-Unsubscribe
rate
Linear Metrics:-Conversion
Rate-CPL
-Lead to Closed Business Ratio
Analytics
About Us
How long does implementation take? What can I expect? How will this
help me do my job better?
Software benefit by role
Analytics
Analytics
Analytics
Analytics
Analytics
CTAs
Request a live demo and/or Start a free 30 day trial
Read blog posts
Watch videos
Download Case study
Watch videos
Webinar Signup
Watch presentation Watch videos
Webinar Signup
Watch presentation
Download Case study
Case study
Webinar Signup
Download Case study
Download Presentation slides
Watch videos
Get Found- Top of Funnel
Get Found Do: On Page & Off Page SEO
Product DescriptionsHeadlines and sub-headlinesHyperlinksAlt tags
On Page SEO
Off- Page SEO
Title TagsMeta- DescriptionKeyword tagsAlt tags
Clark- you said you wanted...
On & Off Page SEO Example
Duplicate Content= -SEO + -Conversion
Get Found Do: Blogs
Headlines and sub-headlines
HyperlinksAlt tags Title TagsMeta- DescriptionKeyword tagsAlt tags
Get Found with Blog Content
Blog Example: How to Use Your Products
Blog Example: Thought Leadership
Blog Example: Education
Get Found Do: Inbound Links
Social Sharing
Social Sharing
Get Found Do: Social Sharing
Get Found Do: Social
Networking
Ads
Ads
Social Media Ad Targeting Help others find the perfect gift.
Get Found Do: Paid Ads
Get Found Do: Landing Pages
Header Graphic
Products CatalogHome Learn More on BlogInstallation and Specifications About PCA Products
Account Login LinkApproved Logo
You are in: Products Catalog > Custom Screen Doors
Content Area
Photo gallery Module / video of product doors
The PCA Warranty
Social Media Link Module
Build Your Screen Door
Order Your Screen Door
Install Your Screen Door
Blog link Module- target by keyword tags?
Quality, Durability and Style
The hidden benefits of high- quality custom screen doors.
Learn more about how the Adjustable and Easy Installation of PCA Doors can save you lots of headaches down the road.
CLose up photo of doors in a home.
Beauty that stands the test of weather and time.
Get Found Do: Mobile
Website & Landing Pages App Ads Video
Get Found Do: Mobile App
Review: Top of Funnel Analytics
Visit SourcesTop KeywordsReferring SitesCTR of AdsSocial Media ReachTop Content PagesTop Exit PagesBounce Rates
Convert Visitors
Think (Strategies)PersonasPersuasive MomentumAutomated Behavior Marketing
Do (Tactics) Unique Landing PagesAutomated MarketingCustomer ReviewsBlogsUnique Product Photos & DescriptionsConfirmation Page CTAs
Review (Analytics)Middle of the Funnel
Prospect Driving Points
Funnel Entry Point
David- Business Claims ManagerBuying Stage- Attention
How can I speed up the claims I process?
Search: claim management best practices
SEO
Question: claim management best practices
Social Media Blogs
Tags: claims processing
Blog post topic: claim management best
practices
Subscribe to Feed
Macro Conversions Events
Linear Metrics:-Traffic Sources-Social Media
Reach-Inbound links
Linear Metrics:-Top Landing
Page-Top Content
-Traffic Source to Page
-Cost per visitor
Tactics
Action
Page Entity
Micro Conversion Events
Video Demo
Webinar RegistrationDownload
Case Study
Conversion Goals
Home Page
Download/Watch
Presentation
Waypoints and Points of ResolutionNon-Linear
Metrics-Funnel
Abandonment points
-page views by pathWhich product/
serivce is the best fit?
Who else has used this process/ product?
What credentials/expertise does this
company have?
Customer listResource/
Page EntityProfessional Associations
Customer testimonials
Software feature/benefit
comparison sheet
What can this product do that others can't?
Implementation Process diagram
and checklist
Mailing List
Lead Nurturing Campaigns
Linear Metrics:-Page
conversion rate-Conversion
Funnel abandonment
rate-Video plays,
stops-Blog
subscribers- # of downloads
Linear Metrics:-Open Rate
-CTR-Forward rate-Unsubscribe
rate
Linear Metrics:-Conversion
Rate-CPL
-Lead to Closed Business Ratio
Analytics
About Us
How long does implementation take? What can I expect? How will this
help me do my job better?
Software benefit by role
Analytics
Analytics
Analytics
Analytics
Analytics
CTAs
Request a live demo and/or Start a free 30 day trial
Read blog posts
Watch videos
Download Case study
Watch videos
Webinar Signup
Watch presentation Watch videos
Webinar Signup
Watch presentation
Download Case study
Case study
Webinar Signup
Download Case study
Download Presentation slides
Watch videos
Convert Visitors- Middle of Funnel
Convert Visitors: Think
PersonasPersuasive MomentumAutomated Marketing
Convert Visitors Do: Unique Landing Pages
Product DescriptionsHeadlines and sub-headlinesCustomer Reviews Unique Product Photos &
DescriptionsVisual ComparisonsSocialize
Convert Visitors Do: Unique Landing Pages- Example
Convert Visitors Do: Blogs
Product How- To and TipsPoints of ResolutionWayward PointsSocialize
Convert Visitors Do: Confirmation Page CTAs
Always be Selling
Social Media FollowsRelevant Blog ArticlesFree stuff!Cross- SellingUp-selling
Convert Visitors Do: Automated Marketing
Not just for search engines.
Product How- To and TipsPoints of ResolutionWayward PointsSocialize
Convert Visitor- Review: Middle of the Funnel
Optimize Results
Think (Strategies)A/B TestingMultivariate TestingShopping Cart
Abandonment Testing
Do (Tactics)Closed Loop AnalyticsSmarketingAdvanced Landing PagesIntegrated Campaigns
Review (Analytics)Bottom of the funnel
Prospect Driving Points
Funnel Entry Point
David- Business Claims ManagerBuying Stage- Attention
How can I speed up the claims I process?
Search: claim management best practices
SEO
Question: claim management best practices
Social Media Blogs
Tags: claims processing
Blog post topic: claim management best
practices
Subscribe to Feed
Macro Conversions Events
Linear Metrics:-Traffic Sources-Social Media
Reach-Inbound links
Linear Metrics:-Top Landing
Page-Top Content
-Traffic Source to Page
-Cost per visitor
Tactics
Action
Page Entity
Micro Conversion Events
Video Demo
Webinar RegistrationDownload
Case Study
Conversion Goals
Home Page
Download/Watch
Presentation
Waypoints and Points of ResolutionNon-Linear
Metrics-Funnel
Abandonment points
-page views by pathWhich product/
serivce is the best fit?
Who else has used this process/ product?
What credentials/expertise does this
company have?
Customer listResource/
Page EntityProfessional Associations
Customer testimonials
Software feature/benefit
comparison sheet
What can this product do that others can't?
Implementation Process diagram
and checklist
Mailing List
Lead Nurturing Campaigns
Linear Metrics:-Page
conversion rate-Conversion
Funnel abandonment
rate-Video plays,
stops-Blog
subscribers- # of downloads
Linear Metrics:-Open Rate
-CTR-Forward rate-Unsubscribe
rate
Linear Metrics:-Conversion
Rate-CPL
-Lead to Closed Business Ratio
Analytics
About Us
How long does implementation take? What can I expect? How will this
help me do my job better?
Software benefit by role
Analytics
Analytics
Analytics
Analytics
Analytics
CTAs
Request a live demo and/or Start a free 30 day trial
Read blog posts
Watch videos
Download Case study
Watch videos
Webinar Signup
Watch presentation Watch videos
Webinar Signup
Watch presentation
Download Case study
Case study
Webinar Signup
Download Case study
Download Presentation slides
Watch videos
Optimize Results- Bottom of Funnel
Optimize Results- Review: Bottom of the Funnel
Who doesn’t love a contest?• Only those in
attendance eligible.
• Must have a product and a process.
• Be able to answer how it will effect your business long term.